Decarbonizing road infrastructure: A framework for adopting energy-efficient pavement technologies in Thailand

This study develops and empirically validates a comprehensive framework to explain the factors influencing the adoption of Green Road Technologies (GRTs) in Thailand’s road construction industry, a critical component of the nation’s 2050 carbon-neutrality goal. Despite supportive government policies, a significant implementation gap hinders widespread adoption of GRT. To diagnose this issue, we employ an explanatory sequential mixed-methods design (QUAL → QUAN), where insights from 15 in-depth interviews with senior industry stakeholders directly informed the development of a quantitative model. Phase 2 involves a survey of 350 construction professionals, with the data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The scientific novelty of this research lies in its extension of the Unified Theory of Acceptance and Use of Technology (UTAUT), which differs from prior studies by integrating macro-level (Governmental Policy & Incentives) and meso-level (Top Management Support) structural drivers to adapt the model for a capital-intensive, non-IT industry in a developing economy. The model demonstrates high explanatory power (R2 = 68.7%), indicating that Governmental Policy & Incentives (β = 0.351) and Top Management Support (β = 0.283) are the strongest drivers of behavioral intention. Perceived Economic Viability and Performance Expectancy were also significant, whereas Effort Expectancy was not, reflecting the unique professional culture of the engineering sector. The primary theoretical contribution is an empirically validated, multi-level framework that integrates policy, organizational, and individual factors, offering a nuanced understanding of technology adoption beyond traditional models. Practically, the findings provide a clear roadmap for stakeholders to bridge the policy-implementation gap and accelerate infrastructure decarbonization.