Abstract

There is immense pressure across the world to adopt green technology and green practices in order to reduce the pollution level of urban and cosmopolitan areas. While, the adoption of green technology depends on several social and relative factors, there was so reluctance on the part of many to adopt it. Contextualizing the area of concern to the Tuk-Tuk, drivers in the city of Bangkok, Thailand, a study was conducted to assess the factors influencing adoption of green technology. The study followed qualitative research initially to explore unique factors and then confirmed those factors through qualitative research. Factor analysis was conducted to analyze the reliability of the instruments and data collected from the “tuk tuk” drivers. Almost 176 auto drivers were interviewed (informally) with a structured schedule and data collected. To analyze this data, study followed statistical tools like correlation and regression. The results clearly indicate that socioeconomic factors which are moderated by the green technology factors that influence the “TukTuk” drivers intention ‘not to go green’, even though they have the keen interest towards environmental concerns.

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