Shaping consumer behaviour in a digital landscape: the impact of technology readiness on the purchase of sustainable IoT products

Purpose This study examines the influence of technology readiness on purchase behaviour toward sustainable Internet of Things (IoT) products. Specifically, it explores how technology readiness dimensions, including optimism, innovativeness, discomfort, and insecurity, affect perceived value, attitudes, and purchase intention while shaping consumer behaviour in a digital landscape. Design/methodology/approach Using Structural Equation Modeling (SEM), the research assesses responses from a structured survey aimed at consumers of sustainable IoT products. The model analyzes the direct and indirect relationships between the technology readiness constructs and consumer attitudes and behaviours. Findings The findings reveal that optimism and innovativeness positively impact perceived value and purchase intention, while discomfort and insecurity act as barriers. Moreover, a perceived value significantly mediates the relationship between technology readiness and purchase intention, reinforcing its critical role in influencing purchase behaviour. Research limitations/implications This study has several limitations, including a focus on a relatively young demographic (ages 18–25), which may not fully represent older populations with potentially different levels of technology readiness, and its geographical specificity, which limits the broader applicability of the results to regions with varying technological infrastructures and cultural attitudes towards sustainability. Practical implications Businesses and policymakers can leverage these insights to design targeted marketing strategies that enhance consumer optimism and innovativeness while addressing discomfort and insecurity to foster the adoption of sustainable technologies. Originality/value This study expands the understanding of consumer readiness for sustainable technologies and underscores the importance of perceived value in promoting sustainable consumption behaviours in the digital age.