Unearthing consumers’ intention to adopt eco-friendly smart home services: an extended version of the theory of planned behavior model

Eco-friendly smart home services (ESHS) positively promote environmental protection. In this study, we investigate the factors influencing consumers’ intention toward adopting ESHS. We use the theory of planned behavior as the basic theoretical support and further extend it by incorporating the constructs of information publicity, perceived risk, environmental consciousness, and compatibility. We survey a total of 587 respondents by using an online questionnaire and further analyze the collected data with a structural equation model. Results indicate that attitude, perceived behavioral control, information publicity, environmental consciousness, and compatibility exert significant and positive effects on consumers’ intention to adopt ESHS. By contrast, perceived risk is the barrier to adopting ESHS. However, subjective norm surprisingly does not affect consumers’ intention to adopt ESHS. On the basis of these results, we discuss some implications for smart home service providers to motivate other consumers to adopt such eco-friendly services.