Consumer's intention to purchase 5G: Do environmental awareness, environmental knowledge and health consciousness attitude matter?

With the enhancement of consumer's environmental awareness, environmental knowledge and health consciousness attitude, environment friendly product and services have attracted much attention. The main objective of this study was to analyze the determinants of consumer's adoption intention to 5G services. Value adaptation Model (VAM) model was extended to develop a correlational model by adding three factors: environmental awareness, environmental knowledge, and health consciousness attitude to pay for 5G services. The model was tested based on online survey data from 423 respondents in China applying structural equation modelling (SEM) approach. The final results illustrate the significant relationship between environmental awareness, knowledge and health-consciousness attitude, which further influences consumer's intentions to purchase 5G. In addition, compared with previous models, this model can improve the explained variance. The significance of the study for managers and researchers and some limitations are also discussed. •Provide an integrated model to enlighten users' adoption intentions of 5G service.•Highlights the adoption intentions of 5G service by incorporating new variables.•Explores other new factors which affect users' adoption intentions of 5G service.