Social Commerce Approbation and Sustainability: An Empirical Evidence from Generation Z

The United Nations and the African Union have expressed its intention to harness the capabilities of social commerce (s-commerce) as a means to promote trade in accordance with Sustainable Development Agenda. S-commerce sustainability is linked to attainment of Ten out of the Seventeen Sustainable Development Goals. Despite its relevance very little studies have been conducted on s-commerce Approbation and sustainability with a focus on generation z in lower-middle income country context. It is against this backdrop that the current paper aims do develop a baseline structural model to encourage the Approbation and sustainability of s-commerce from the perspective of generation z by extending Technology Organization Environment (TOE) with Social Capital Theory, and Technology Acceptance Model (TAM). The paper utilizes quantitative research approach, explanatory design, and a survey - based questionnaire. Our hypotheses have been tested using Smart Partial Least Square (Smart-PLS) version 3.8.9 and Structural Equation Modelling (SEM) techniques. Our indicative results have showed that the dimensions of TOE (Technological, Organizational, and Environmental), dimensions of TAM (Perceived Ease of Use, and Perceived Usefulness), and social trust significantly affect s-commerce Approbation. Moreover, the s-commerce Approbation mediates the relationship between its determinants and sustainability performance of small business. These results have implications on policymakers, practitioners, and academicians in fostering the creation of respectable employment opportunities, facilitating productive endeavors, nurturing entrepreneurial spirit, fostering innovation, and cultivating creativity, all in the pursuit of business sustainability. Again, the newly built model could be used to encourage the Approbation and sustainability of s-commerce from the perspective of generation z in lower middle countries where such studies largely remain fuzzy.