Drivers of EPS Adoption: Exploring the Influence of Environmental Consciousness, Risk Perception, and Trust

Despite the widespread use of the Internet and technological advancements in African countries, Electronic Payment Systems (EPS) adoption remains limited. However, EPS is a promising alternative to sustainable growth. Consequently, this study examines the Environmental Consciousness (EC) construct which has been overlooked in prior studies within this specific context. Thus, the present research is based on the UTAUT2 model expanded by Perceived Risk (PR), Perceived Trust (TR), Perceived Cost (PC), and Environmental Consciousness (EC) constructs. Data was gathered from 446 participants through the stratified sampling method. The analysis was conducted by using the PLS-SEM approach to assess various research model relationships. The findings revealed that PE, TR, EC, PR have a significant impact on the intention to use EPS, while PC, SI, and FC had an insignificant impact on intention. This research provides a comprehensive, parsimonious, and practical framework for stakeholders to implement more successful and accurate green marketing strategies for this specific context.