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This study, based on “Technology Acceptance Model (TAM)”, investigates consumer acceptance of lab-grown diamonds. This study aims to study the driving factors affecting the “purchase intention” of the consumer including the components such as “Consumer Knowledge (CK), Marketing communications (MC), Social Engagement (SE), Ethical considerations (EC), Perceived Usefulness (PU) and Perceived Ease of Use (PEOU)”. Structural equation modeling (SEM) with AMOS has been used to estimate the relationships between these variables. Especially CK (β = 0.609), SI (β = 0.385), MC (β = 0.247), and EC (β = 0.218) significantly reflected PU, which shows that knowledge, social perceptions, and ethical concerns can also structure usefulness perceptions. Furthermore, PEOU is greatly influenced by PU (β = 0.581), confirming the fact that passage utility ease its adoption. Moreover, BI is significantly affected by PEOU (β = 0.376), upholding the usefulness of ease of use in the decision-making process of consumers. This research adds to the marketing literature by identifying the behavioral determinants of consumers’ adoption of lab-grown diamonds and highlights the practical implications for actors within the sector to foster enhanced consumer involvement utilizing tailored marketing strategies.

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Consumer Adoption of Lab-Grown Diamonds: Analyzing the Role of Consumer Knowledge, Social Influence, Ethical Considerations, and Marketing Communications Through the Technology Acceptance Model (TAM)

  • 章节

  • 发表日期：

    2026年

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  • Neerupa Chauhan,
  • Nidhi Raj Gupta,
  • Rajeshwari Patil,
  • A. Shakthikrishna

摘要

This study, based on “Technology Acceptance Model (TAM)”, investigates consumer acceptance of lab-grown diamonds. This study aims to study the driving factors affecting the “purchase intention” of the consumer including the components such as “Consumer Knowledge (CK), Marketing communications (MC), Social Engagement (SE), Ethical considerations (EC), Perceived Usefulness (PU) and Perceived Ease of Use (PEOU)”. Structural equation modeling (SEM) with AMOS has been used to estimate the relationships between these variables. Especially CK (β = 0.609), SI (β = 0.385), MC (β = 0.247), and EC (β = 0.218) significantly reflected PU, which shows that knowledge, social perceptions, and ethical concerns can also structure usefulness perceptions. Furthermore, PEOU is greatly influenced by PU (β = 0.581), confirming the fact that passage utility ease its adoption. Moreover, BI is significantly affected by PEOU (β = 0.376), upholding the usefulness of ease of use in the decision-making process of consumers. This research adds to the marketing literature by identifying the behavioral determinants of consumers’ adoption of lab-grown diamonds and highlights the practical implications for actors within the sector to foster enhanced consumer involvement utilizing tailored marketing strategies.