Many organizations are developing and/or implementing sustainable technologies to enhance their triple bottom line. Yet research has found that end users are often slow to adopt sustainable technologies. Our research examines the adoption of a new sustainable technology in the live events industry. We employ hierarchical linear modeling to simultaneously examine product factors (e.g., perceived complexity) and relationship factors (e.g., supplier support) that influence buyers’ adoption of a new, sustainable technology (paperless ticketing). Our results, which are based on a survey of 313 buyers and 15 sales representatives, identify factors that facilitate and hinder the adoption of sustainable technology.
