Creation of a Conceptual Framework for the Acceptance of Green Tech Products in Bangladesh

This research is crucial for examining the determinants affecting the acceptance of green technology products in Bangladesh, given the increasing environmental concerns and their significant impact on individual well-being. A conceptual model has been developed based on the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2), incorporating and identifying eight independent constructs (performance expectancy, effort expectancy, facilitating conditions, social influence, hedonic motivation, price value, personal innovativeness, and environmental concern), along with one dependent construct (behavioral intention to purchase) derived from pertinent literature. By applying quantitative research design, a judgmental sampling method will be utilized to collect primary data from 640 customers of green technology products in Dhaka City and analyzed using Smart PLS 4.00 Software through structural equation modeling (SEM). The results of the study could provide valuable insights for local retailers, importers, marketers, and policymakers in developing and implementing effective marketing strategies.