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This study delves into how perceived ease of use and perceived usefulness impacts consumer attitude and intention to adopt digital technologies in Ghana.

We utilized covariance-based structural equation modeling with a dataset consisting of 204 respondents to evaluate the model. The analysis was conducted using R (version 0.6–12).

The results confirm that both perceived ease of use and perceived usefulness are key predictors of the intention to adopt technology. Additionally, factors such as attitude, subjective norms and perceived behavioral control also play a significant role in influencing adoption intent. Notably, the research indicates that perceived ease of use not only impacts peer influence among consumers, but also shapes their confidence in effectively using the technology. Furthermore, in contrast to previous studies, this investigation suggests that while perceived behavioral control impacts behavioral intent, it does not predict attitude in the Ghanaian context. The study advocates for development of user-centric technologies, promotion of digital literacy and cultivation of a digital culture.

Our use of a single country data restricts generalizability of the study. For a more comprehensive and profound understanding, we recommend a broader study across multiple sub-Saharan African countries with a mixed method or qualitative approach.

The significance of this research lies in its original contribution to the field in providing crucial insights for governments and industry players. It sheds light on factors influencing user readiness to adopt technology and makes a substantial contribution to the ongoing discussion on digital technology adoption in literature.

This study aims to fill the gap on proenvironmental behavior studies among consumers in bottom of the pyramid (BOP) market by examining the relationship between values, beliefs and norms among Ghanaian consumers.

A sample of 324 Ghanaian consumers (responses rate of 64%) was used to estimate the model. The data was analyzed using maximum likelihood robust approach of Lavaan package for structural equation modeling in R.

The findings show that there is no significant relationship between values and the new ecological worldview, which also does not affect awareness of environmental consequences. However, awareness of consequences, likely based on personal experiences, significantly impacts perceived ability to reduce threats to the environment. Ghanaian consumers are mainly influenced by personal experiences with local environmental consequences that affect their perceived ability to reduce threats to their environment and their willingness to engage in proenvironmental behavior. The study supports the argument that proenvironmental behavior is the result of complex decision-making that might be influenced by a country’s economic situation, infrastructure, culture and institutions.

This study focuses on a single country in Africa. More studies are needed among other base of the pyramid countries, and in comparison to developed countries’ consumers.

The study adds to the limited knowledge regarding sustainable consumption in the neglected context of the bottom of the pyramid market.

The existing literature on the effects of capital mobility and financial development on sustainable trade development in sub-Saharan African (SSA) countries has been centered on production-based carbon emissions without investigating consumption-based or trade-adjusted carbon emissions. The purpose of this paper is to examine the effects of capital mobility and financial development on sustainable trade development, specifically trade-adjusted carbon emissions in SSA economies.

The study employed the novel GMM-PVAR estimator and the Drisc-Kraay fixed effect panel corrected standard error (PCSE) dynamic ordinary least squares (DOLS) and the fully modified least squares (FMOLS) approaches on panel data from 46 sub-Saharan African (SSA) countries over the period 1992–2021.

The study established that capital mobility has a significant positive effect on sustainable trade development in SSA in the long run. Further, the empirical results reveal that the link between financial development and sustainable trade development is significantly positive in the long run. Moreover, the results suggest that capital mobility and financial development have predictive power on sustainable trade development.

The findings of the study imply that policymakers ought to pay equal attention to capital mobility and financial development when developing sustainable trade development policies.

The existing literature has been centered on production-based carbon emissions, without specifically considering sustainable trade development (consumption-based carbon emissions). To the best of our knowledge, this is the first study to examine the effect of capital mobility and financial development on sustainable trade development in SSA countries context.