Understanding Consumer Behavior and Sustainability Perception for Digital Technology Products and Services: Addressing End-Users’ Unmet Sustainability Concerns

In today’s digital economy, sustainability concerns for digital products and services have become critical for governments, businesses, academic institutions, and the general public. The complex phenomena of digital transformation and environmental stewardship pull stakeholders to sustainability in different directions. Although there are extensive studies on technology and sustainability, much of the research has focused either on digital technologies themselves or on the companies behind them. Through a global survey of 490 technology end-users, this study investigates the sustainability perception and behavior of digital technology end-users, including their unmet expectations. The study thus provides key insight into the end users’ sustainability perspectives and unmet sustainability needs. The results showed that product durability, transparency, legitimacy, ethical concerns, right to repair, water and energy consumption, and pollution were the most pressing unmet end-user needs. Our findings indicate that technology and software businesses need to engage with their end users and bridge the communication gap about their efforts towards sustainable digital transformation. The study contributes to the theory of consumption value and offers practitioners insights to take actions that promote end-users’ sustainable consumption.