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theses

This dissertation investigated how consumer mindfulness influences the decision-making process of accepting green technological products. Based on the theory of technology acceptance and bounded rationality, this study examined the concept of mindfulness as an individual difference variable and tested it under the constraining effects of information ambiguity, cognitive overload, and time pressure in the process of consumer’s acceptance of green technological products, specifically high-tech vehicles (Electric Vehicles).
Companies in the automotive industry are categorized as reliability seeking organizations. These organizations cannot tolerate even minimum reliability gaps since potential lapses can ultimately threat human life and devastate the firm’s image. Previous research suggested that mindfulness, mostly associated with enhanced attention, active awareness, openness to novelty/new information, and sensitivity to context/multiple perspectives is an essential characteristic of reliability seeking customers. Recent trends in the industry for electrification and automation of cars promise to ensure consumers’ safety and environmental concerns yet create new ambiguities.
Using a structural equation modeling methodology, findings of this study indicated that customers’ dispositional mindfulness, normative approach about eco-friendly vehicles, rational decision-making styles, and counter-intuitively cognitive load have positive effects on consumers’ situational mindfulness while information uncertainties, financial risks, and perceived time pressure have adverse impacts on it. Additionally, the study added to the technology acceptance literature by revealing the positive and significant impact of situational mindfulness on both perceived ease of use (effort expectancy) and perceived usefulness of green technology which ultimately drive customers’ intention to use. Furthermore, the study revealed that situational mindfulness mediates the relationships between all of its determinants and consumers’ perceptions (perceived ease of use and perceived usefulness) and consumers’ perceptions mediate the relationships between situational mindfulness and intention to use green technology. Finally, this study tested the moderating effect of consumers’ perceived cognitive load, uncertainty, financial risk, and time pressure on their green technology acceptance process and found partial support for the proposed effects.
The ultimate purpose of the study is to improve our understanding of mindfulness and marketing green technological products through expanding the perspective on mindful technology adoption. By considering the impacts of mindfulness on the green technology acceptance process, the study also adds to the innovation and management literature by enabling us to understand better users’ perceptions and intentions of using green technology.

ETD_9167

Ph.D.

Includes bibliographical references

by Emine Erdogan

doi:10.7282/t3-4nbc-hs82

ETD doctoral

The author owns the copyright to this work.