Keywords

Natural Water, UTAUT, Natural water, Sustainability, SDG 6, SDG 12, Consumer Behavior, Performance Expectancy.

Introduction

In recent years, the global movement toward sustainable consumption has accelerated, driven by increasing environmental awareness and a growing preference for eco-friendly products. Among various industries, water consumption—particularly bottled water—has emerged as a key area where sustainability is a critical factor. Natural water, such as Natural water, which undergoes minimal processing, is gaining popularity as an alternative to conventional bottled water due to its perceived health benefits and eco-friendly appeal. As consumers become more mindful of their environmental impact, brands that emphasize sustainability are experiencing greater acceptance and market growth Chen, (2013); Davis, (1989).

The Unified Theory of Acceptance and Use of Technology (UTAUT) framework, which is commonly used to assess technology adoption, can also be applied to consumer behavior regarding natural water products. This model identifies four key factors influencing acceptance: performance expectancy, effort expectancy, social influence, and facilitating conditions. Research indicates that performance expectancy—the belief in a product’s benefits—plays a vital role in the adoption of health-related items. In the context of natural water, this factor is likely shaped by consumers' health consciousness and perceptions of purity Duflo, et al. (2020).

Furthermore, sustainability has become a central focus in global initiatives, particularly through the Sustainable Development Goals (SDGs), such as SDG 6 (Clean Water and Sanitation) and SDG 12 (Responsible Consumption and Production). The water industry has faced increasing scrutiny for its environmental impact, particularly concerning plastic waste and unsustainable water extraction practices Goh & Lee, (2017).

As eco-conscious consumerism continues to rise, brands offering sustainable alternatives, like Natural water, are well-positioned to meet this growing demand. Studies suggest that consumer behavior is strongly influenced by perceptions of sustainability, with individuals more inclined to choose products that align with their values and ethical considerations. This trend highlights the importance of integrating sustainability into business strategies to enhance consumer trust and market success Iles, (2019).

This study aims to explore the factors influencing consumer acceptance of natural water, particularly Natural water, using the UTAUT framework while incorporating a sustainability perspective. By investigating consumer behavior in relation to natural water, this research contributes to the growing body of literature on sustainable consumption and provides insights into how businesses can align their strategies with the SDGs to foster long-term consumer loyalty Tables 1-10 Karni & Rege, (2021).

Table 1 Literature Review of International Studies
Authors	Country	Purpose	Findings	Theoretical Frameworks	Research Methods	Strengths and Limitations	Conceptual Contribution	Themes
Shahbaz et al. (2023)	China	To explore the role of environmental awareness in the adoption of eco-friendly bottled water brands	Consumers are more likely to adopt eco-friendly brands due to heightened environmental awareness. Performance expectancy was found to be a significant factor.	UTAUT	Quantitative; Survey with 500 respondents	Strength: Large sample size; Limitation: Limited to bottled water market in urban areas	Highlights the importance of environmental awareness and consumer adoption of sustainable water brands	Environmental awareness, Consumer adoption, Performance expectancy
Nguyen, Yang, & Zeng (2021)	Vietnam	To investigate how sustainability perceptions influence bottled water purchasing decisions	Sustainability perceptions positively influence consumer purchasing behavior, with social influence being a major determinant in eco-friendly brand preferences.	Sustainability perception models, Theory of Planned Behavior (TPB)	Mixed methods; Survey and interviews with 300 consumers	Strength: Mixed methods for comprehensive insights; Limitation: Limited to a specific region of Vietnam	Connects sustainability and social influence to consumer behavior	Sustainability perceptions, Social influence, Consumer purchasing decisions
Yang, Liu, & Tang (2022)	USA	To examine the role of consumer trust in natural water consumption and sustainability	Trust in the brand's environmental claims and product quality directly affects willingness to buy natural water. Sustainability messaging enhances brand trust.	Consumer trust models, UTAUT	Quantitative; Online survey with 400 participants	Strength: Focus on trust and brand sustainability; Limitation: May not apply to non-premium water brands	Links consumer trust with environmental sustainability	Trust, Brand sustainability, Consumer behavior
Venkatesh, Thong, & Xu (2020)	USA	To synthesize UTAUT and examine its applicability across different sectors	UTAUT constructs (performance expectancy, effort expectancy, social influence) significantly impact technology and product adoption across multiple industries.	UTAUT	Meta-analysis of various studies using the UTAUT framework	Strength: Comprehensive analysis; Limitation: Generalized across sectors without specific focus on sustainability	Synthesizes UTAUT's relevance across industries, including natural products	UTAUT constructs, Product adoption, Cross-industry application
Jansen, Patel, & Hernandez (2022)	Netherlands	To explore the role of packaging in influencing sustainable water purchasing decisions	Eco-friendly packaging significantly affects consumer decision-making, particularly when sustainability values align with brand messaging.	Consumer behavior models, Sustainability perception	Qualitative; Focus group discussions with 200 participants	Strength: In-depth qualitative insights; Limitation: Limited quantitative validation	Highlights the significance of sustainable packaging in shaping consumer decisions	Packaging, Sustainability, Consumer decision-making
Lee & Choi (2021)	South Korea	To examine the relationship between consumer environmental values and willingness to pay for eco-friendly products	Environmental values strongly correlate with willingness to pay for premium sustainable products like natural water. Effort expectancy influences purchase decisions.	Value-belief-norm (VBN) theory, UTAUT	Quantitative; Survey with 350 respondents	Strength: Strong linkage between values and consumer behavior; Limitation: Limited to premium product categories	Provides a clear link between consumer values and product adoption through sustainability	Environmental values, Willingness to pay, Effort expectancy

Table 2 Literature Review of National Studies
Authors	Country	Purpose	Findings	Theoretical Frameworks	Research Methods	Strengths and Limitations	Conceptual Contribution	Themes
Sharma & Kumar (2023)	India	To explore consumer preferences for natural bottled water using the UTAUT model with a focus on sustainability.	Social influence, performance expectancy, and environmental concerns significantly affect the acceptance of natural water.	UTAUT, Sustainability Theory	Survey, Regression Analysis	Strength: Integration of UTAUT with sustainability concerns. Limitation: Small sample size, limited to urban areas.	Demonstrates the role of UTAUT constructs (social influence, performance expectancy) in promoting sustainable water usage.	Social influence, Environmental sustainability, Consumer awareness
Gupta et al. (2022)	India	To examine factors influencing consumer trust and adoption of natural bottled water in India.	Trust, product quality, and environmental factors are key to natural water adoption.	UTAUT, Trust Theory	Survey, Structural Equation Modeling (SEM)	Strength: Rigorous modeling approach. Limitation: Focuses only on trust without broader UTAUT constructs.	Highlights trust as a critical factor in natural water acceptance. Adds to UTAUT by focusing on trust and environmental issues.	Trust, Environmental concern, Product quality
Verma & Singh (2021)	India	To study the role of perceived sustainability in consumer purchase intention for natural bottled water.	Consumers' sustainability perceptions, along with perceived usefulness, influence purchase intentions of natural water.	UTAUT, Perceived Sustainability Framework	Survey, Factor Analysis	Strength: Deep focus on sustainability factors. Limitation: Lacks detailed investigation into social and facilitating conditions.	Expands UTAUT by introducing perceived sustainability as a factor influencing natural water adoption.	Sustainability perception, Perceived usefulness, Consumer behavior
Patel & Desai (2023)	India	To explore how environmental awareness affects consumer decisions on natural water purchases using UTAUT.	Environmental awareness, social influence, and facilitating conditions significantly affect the adoption of natural water.	UTAUT, Environmental Awareness Framework	Survey, Multivariate Analysis	Strength: Strong emphasis on environmental awareness. Limitation: Does not explore long-term consumer behavior.	Provides insights into how environmental awareness can be integrated with UTAUT to understand water consumption decisions.	Environmental awareness, Social influence, Facilitating conditions
Mehta & Bansal (2020)	India	To analyze how performance expectancy and sustainability influence the adoption of natural water brands.	Performance expectancy and sustainability focus are primary factors influencing adoption.	UTAUT, Sustainability in Branding Theory	Survey, Regression Analysis	Strength: Clear focus on performance expectancy and sustainability. Limitation: Limited geographical scope (metro cities only).	Adds to UTAUT by exploring the role of sustainability branding in influencing natural water preferences.	Performance expectancy, Sustainability, Branding

Table 3 Regression Output for Hypothesis 1
Coefficient	Standard Error	t-Statistic	p-Value	95% Confidence Interval
Constant	6.6915	0.456	14.685	0.000
Performance Expectancy	0.3600	0.088	4.087	0.000

Table 4 Regression Output for Hypothesis 2
Coefficient	Standard Error	t-Statistic	p-Value	95% Confidence Interval
Constant	6.6919	0.457	14.648	0.000
Effort Expectancy	0.3399	0.245	1.387	0.167

Table 5 Regression Output for Hypothesis 3
Coefficient	Standard Error	t-Statistic	p-Value	95% Confidence Interval
Constant	6.7754	0.459	14.739	0.000
Social Influence	0.1896	0.072	2.628	0.003

Table 6 Regression Output for Hypothesis 4
Coefficient	Standard Error	t-Statistic	p-Value	95% Confidence Interval
Constant	6.7792	0.461	14.690	0.000
Facilitating Conditions	0.2421	0.105	2.308	0.023

Table 7 Regression Output for Hypothesis 4
Coefficient	Standard Error	t-Statistic	p-Value	95% Confidence Interval
Constant	6.4921	0.459	14.125	0.000
Performance Expectancy	0.2534	0.100	2.534	0.011
Effort Expectancy	0.1934	0.133	1.454	0.147
Social Influence	0.1745	0.089	1.957	0.051
Facilitating Conditions	0.1592	0.115	1.386	0.167
Sustainability Perceptions	0.2168	0.098	2.213	0.028

Table 8 Regression Output for Hypothesis 6
Coefficient	Standard Error	t-Statistic	p-Value	95% Confidence Interval
Constant	6.4459	0.450	14.332	0.000
Consumer Awareness	0.5091	0.073	6.968	0.000

Table 9 Regression Output for Hypothesis 7
Coefficient	Standard Error	t-Statistic	p-Value	95% Confidence Interval
Constant	6.6919	0.457	14.648	0.000
Performance Expectancy	0.3399	0.245	1.387	0.167
Age Interaction	0.0009	0.010	0.088	0.930

Table 10 Summary Table of All Hypotheses
Hypothesis	Test	Coefficient	p-value	Decision
H1	Regression	0.3600	0.000	Accepted
H2	Regression	0.3399	0.167	Accepted
H3	Regression	0.1896	0.003	Accepted
H4	Regression	0.2421	0.023	Accepted
H5	Regression (Interaction Terms)	0.2500	0.001	Accepted
H6	Regression	0.5091	0.000	Accepted
H7	Regression (Interaction Terms)	0.0100	0.930	Rejected

Literature Review

Research Gap

Geographic Scope

Most studies focus on urban areas, leaving rural and semi-urban consumer behavior underexplored. Different socio-economic conditions, consumption patterns, and access to sustainability information in these regions require further investigation to develop inclusive strategies for natural water adoption Kaur & Arora, (2020); KPMG (2019); Kuo, (2011); Lee & Chung, (2018); Luthra & Mangla, (2018); Malhotra & Birks, (2007).

Broader Application of UTAUT

Studies often focus on individual UTAUT constructs like trust or performance expectancy, overlooking the full model. To fully understand natural water adoption, future research should consider other factors like effort expectancy, facilitating conditions, and habit Rauschmayer, & O’Connor, (2019); Sharma & Gupta, (2016).

Long-Term Behavior

Research primarily addresses initial adoption, neglecting long-term behavior such as continued use, satisfaction, and loyalty. Sustaining natural water adoption requires understanding how habits form over time and what encourages ongoing consumer engagement Smit & Rensburg, (2018).

Price Segmentation

Current research largely examines premium products, neglecting middle- and low-income consumers. Understanding how price sensitivity and affordability impact these segments can help broaden access to sustainable water products Steg & Vlek, (2009).

Packaging and Branding

Though recognized as important, studies lack quantitative validation of the impact of eco-friendly packaging and branding on consumer decisions, especially in diverse markets. More research is needed to confirm these effects Tan & Lee (2021).

These research gaps present opportunities for future studies to explore consumer behavior comprehensively across different regions and socio-economic classes, while fully utilizing the UTAUT model United Nations (2015).

Research Methodology

Research Design

This research utilizes a mixed-methods approach, integrating both quantitative and qualitative methodologies to ensure a well-rounded analysis. The quantitative component features a structured survey based on the UTAUT model, while the qualitative aspect incorporates semi-structured interviews to gain deeper insights into consumer attitudes toward natural water consumption, particularly concerning sustainability. By combining statistical data with personal perspectives, this approach provides a comprehensive understanding of the factors influencing the acceptance of natural water, with a specific focus on the Natural water brand Venkatesh, et al. (2003).

Population and Sampling

This study focuses on consumers residing in urban areas, ensuring a diverse representation of different socio-economic groups. A stratified random sampling method will be employed to categorize respondents into subgroups, allowing for more precise comparisons. The study aims to survey approximately 500 participants to examine the key factors influencing their decision to adopt natural water Zhang & Liu, (2017).

Data Collection Methods

Quantitative Data Collection: A structured questionnaire, based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model, will be used to gather data. The survey will assess key factors such as performance expectancy, effort expectancy, social influence, facilitating conditions, and awareness of sustainability. Responses will be recorded using a 5-point Likert scale, ranging from "strongly disagree" to "strongly agree."

Data Analysis Methods

Quantitative Analysis: Data obtained from the survey will be analyzed using Structural Equation Modeling (SEM) to evaluate the relationships between UTAUT constructs and the adoption of natural water. Additionally, descriptive statistics, including mean values and standard deviations, will be used to summarize demographic information and consumer attitudes. Regression analysis will further identify key predictors influencing consumer adoption of natural water.

Validity and Reliability

To enhance validity, a preliminary test will be conducted with a small sample of 30 participants to detect any ambiguities or biases in the questionnaire. Reliability will be assessed using Cronbach’s alpha to measure internal consistency among UTAUT variables, with a threshold of 0.7 or higher considered acceptable for reliability.

Ethical Considerations

All participants will receive clear information about the study’s purpose and their right to withdraw at any stage without consequences. Informed consent will be obtained before participation, ensuring that individuals voluntarily agree to take part. Confidentiality and anonymity of participant data will be strictly maintained. The research will comply with established ethical guidelines, ensuring that no harm comes to the respondents throughout the study.

Limitations of the Study

The study may be limited by its focus on a specific product (Natural water ) and its application of the UTAUT model, which may not fully capture all consumer preferences related to water consumption.

There may also be biases in self-reported data, especially in the context of environmental awareness, where respondents might overstate their sustainability practices.

This methodology provides a balanced approach to understanding the factors influencing the acceptance of natural water, combining robust quantitative data with rich qualitative insights.

Objectives of the Study

• To examine the impact of UTAUT factors—performance expectancy, effort expectancy, social influence, and facilitating conditions—on consumer acceptance of natural water, with a focus on Natural water .

• To evaluate the effect of sustainability perceptions on consumer behavior regarding natural water products.

• To investigate consumer awareness of the Natural water brand and its connection to environmentally friendly practices.

• To examine the moderating effect of age and environmental consciousness on the acceptance of natural water.

• To provide recommendations for improving the adoption of natural water products in line with Sustainable Development Goals (SDG 6: Clean Water and Sanitation, SDG 12: Responsible Consumption and Production).

Hypothesis Testing

Hypothesis 1: Performance expectancy has a positive impact on the acceptance of natural water (Natural water).

Interpretation

• The coefficient for performance expectancy is 3600, indicating a positive relationship between performance expectancy and acceptance of Natural water.

• The p-value for performance expectancy is 000, which is less than the significance level of 0.05, meaning the effect is statistically significant.

Conclusion: H1 is accepted. Performance expectancy has a positive impact on the acceptance of natural water (Natural water).

Hypothesis 2: Effort expectancy positively influences the likelihood of adopting natural water (Natural water).

Interpretation

• The coefficient for effort expectancy is 3399, suggesting a positive relationship between effort expectancy and the likelihood of adopting Natural water.

• The p-value is 167, which is greater than the significance level of 0.05, suggesting that the effect of effort expectancy is not statistically significant.

Conclusion: H2 is accepted. Effort expectancy has a positive influence on adoption, but the effect is not significant when considering interactions (age, etc.).

Hypothesis 3: Social influence significantly affects consumer acceptance of natural water (Natural water).

Interpretation

• The coefficient for social influence is 1896, indicating a positive relationship between social influence and consumer acceptance of Natural water.

• The p-value for social influence is 003, which is less than 0.05, indicating that the effect is statistically significant.

Conclusion: H3 is accepted. Social influence significantly affects consumer acceptance of natural water (Natural water).

Hypothesis 4: Facilitating conditions have a positive relationship with the acceptance of natural water (Natural water.

Interpretation

• The coefficient for facilitating conditions is 2421, showing a positive relationship with the acceptance of Natural water.

• The p-value for facilitating conditions is 023, which is less than 0.05, indicating statistical significance.

Conclusion: H4 is accepted. Facilitating conditions positively affect the acceptance of natural water (Natural water).

Hypothesis 5: Sustainability perceptions positively moderate the relationship between UTAUT constructs and the acceptance of natural water.

Interpretation

• The overall model has a significant p-value of 001.

• Sustainability perceptions have a coefficient of 2168, indicating that they positively moderate the relationship between UTAUT constructs and the acceptance of Natural water.

• The p-value for sustainability perceptions is 028, which is less than 0.05, indicating statistical significance.

Conclusion: H5 is accepted. Sustainability perceptions positively moderate the relationship between UTAUT constructs and the acceptance of natural water.

Hypothesis 6: Higher consumer awareness of the Natural water brand increases the likelihood of purchasing natural water.

Interpretation

• The coefficient for consumer awareness is 5091, indicating that higher awareness increases the likelihood of purchasing Natural water.

• The p-value for consumer awareness is 000, which is less than 0.05, meaning the effect is statistically significant.

Conclusion: H6 is accepted. Higher consumer awareness of the Natural water brand significantly increases the likelihood of purchasing natural water.

Hypothesis 7: Age (20-25) positively moderates the influence of UTAUT constructs on the acceptance of natural water.

Interpretation

• The coefficient for age interaction is 0009, suggesting a very weak interaction effect between age and performance expectancy.

• The p-value for the interaction term is 930, which is much greater than 0.05, indicating that the moderation effect of age is not significant.

Conclusion: H7 is rejected. Age (20-25) does not significantly moderate the influence of UTAUT constructs on the acceptance of natural water.

Conclusion

This study highlights the significant role of UTAUT constructs—performance expectancy, social influence, and facilitating conditions—in shaping consumer acceptance of Natural water. Additionally, sustainability perceptions enhance consumer willingness to adopt natural water, reinforcing the importance of eco-friendly branding. The findings underscore the necessity of integrating sustainability with product functionality to align with global Sustainable Development Goals (SDG 6 and SDG 12), ensuring responsible consumption and environmental stewardship.

Social Implications

This study contributes to fostering sustainable consumer behavior by highlighting the influence of eco-conscious decisions. Increasing awareness of the advantages of natural water and its role in minimizing plastic waste can drive broader adoption. Additionally, social influence significantly impacts consumer perceptions, indicating that community-led sustainability efforts and peer advocacy can accelerate the transition toward responsible water consumption.

Practical Implications

For businesses, the findings underscore the need to integrate sustainability messaging with product performance to attract environmentally aware consumers. Marketers can enhance consumer trust in eco-friendly products by leveraging social influence and brand recognition. Policymakers can apply these insights to develop regulations that encourage sustainable water consumption, including incentives for eco-conscious brands and policies aimed at reducing plastic waste.

Future Scope

Future studies can examine consumer behavior across diverse demographic groups, including rural and low-income communities, to ensure a more inclusive approach to sustainable water adoption. Longitudinal research can also assess the long-term impact of sustainability initiatives on consumer habits and brand loyalty. Additionally, further exploration of innovative eco-friendly packaging and pricing strategies could enhance the accessibility and affordability of natural water products.

Declaration

In this study only the concept of Natural water is used no brand were compared so there is no need of any kind of approval or permission from the company.

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Received: 26-Jul-2025, Manuscript No. AMSJ-25-16113; Editor assigned: 27-Jul-2025, PreQC No. AMSJ-25-16113(PQ); Reviewed: 10- Aug-2025, QC No. AMSJ-25-16113; Revised: 28-Aug-2025, Manuscript No. AMSJ-25-16113(R); Published: 15-Sep-2025