Measuring the Intention to Adoption of Environmental Sustainability in FMCG Enterprises using the Technology Acceptance Model (TAM)

Abstract

Using the Technology Acceptance Model (TAM) as a theoretical framework, this research explores how Fast-Moving Consumer Goods (FMCG) firms intend to implement environmental sustainability practices. A strong positive association between perceived usefulness and the behavioral intention to adopt environmental sustainability practices is established by research using correlation analysis, linear regression analysis, and multiple regression. Perceived ease of use also has a favorable effect on the behavioral intention to implement sustainability practices, according to the data. The results provide a detailed understanding of the elements influencing the adoption of sustainability in the fast-moving consumer goods (FMCG) industry, which is useful in both the academic and practical spheres. The research finishes with practical suggestions for moving forward, such as new ways of communicating and training employees, involving stakeholders, creating incentive programs, and incorporating sustainability into company culture.