GREEN TECHNOLOGY ADOPTION AND BUSINESS SUSTAINABILITY: THE ROLE OF CONSUMER AWARENESS IN DONG NAI

Abstract

This study examines the relationship between consumer awareness, green technology adoption, and business sustainability in Dong Nai, Vietnam. As environmental concerns escalate , businesses encounter mounting pressure to adopt sustainable methods and technologies. This study research investigates how consumer perceptions affect the adoption of green technologies and how these factors collectively contribute to business sustainability. The study used a mixed approach, combining quantitative surveys with qualitative interviews to gather data from 220 samples from local businesses and consumers in Dong Nai. The data is cleaned and analyzed through SmartPLS software. These findings highlight the significant positive correlation between consumer awareness and green technology adoption, highlighting the important role of savvy consumers in promoting sustainable practices. Moreover, businesses that adopt green technology report enhanced sustainability in terms of environmental, economic, and social efficiency. The study provides useful insights for policymakers, businesses, and stakeholders, advocating for educational campaigns and supportive policies to enhance the adoption of green technologies and promote a sustainable business ecosystem in Dong Nai.