DEVELOPING A CONSUMER GREEN MARKETING MODEL USING UTAUT TO MITIGATE GREENWASHING PRACTICES IN MARKETS

The study intends to propose a new conceptual research model that integrates the Unified Theory of Acceptance and Use of Technology Theory (UTAUT) and green factors to address the growing challenge of greenwashing practices and environmental degradation. Causal quantitative research will be conducted using a cross-sectional survey to collect the research data. The proposed model is applicable in various industries such as tourism and hospitality, banking, education, and healthcare. The validated structured questionnaire will be completed by the respondents and will be tested using Smart PLS-SEM to examine the effects of UTAUT constructs and green factors on consumer behavioural intentions. The expected findings suggested that the green factors would strengthen the explanatory power of UTAUT by linking consumer technology adoption with pro-environmental behaviour. Theoretically, the present study extends the UTAUT framework by including additional green constructs, providing a more comprehensive model that bridges consumer technology acceptance with environmental sustainability. Practically, it will guide tourism operators, bankers, educators, and healthcare providers to embed empathy, transparency, and trust in digital platforms to reduce consumers’ skepticism towards greenwashing claims.