Title: Investigating recognition of green marketing communication using QR code acceptance among Emirati students: systematic study based on technology acceptance model

Authors: K.A. Asraar Ahmed; Varadarajan Sowmya Damodharan; Glenn W. Muschert; Bijay Kumar Paikaray

Addresses: VIT-AP School of Business, VIT-AP University, Amaravati, Andhra Pradesh, 522237, India ' Abu Dhabi Vocational Education and Training Institute, Al Jazirah Institute of Science and Technology Abu Dhabi, UAE ' Khalifa University of Science and Technology, Saudi Arabia ' Centre for Data Science, Department of Computer Science and Engineering, Siksha 'O' Anusandhan (Deemed to be) University, Odisha, India

Abstract: Green marketing strategies have become increasingly significant in today's business landscape. Saudi Arabia is a leader in e-invoicing within the GCC, which uses QR codes for business-to-consumer (B2C) and business-to-business (B2B) transactions (SNI Technology, 2023). Research by Juniper 2024 predicts that global usage of QR code coupons and payments will reach 5.2 billion users by 2026. This research study examines the recognition and significance of green marketing communication through QR codes, utilising the technology acceptance model (TAM) as its framework in the UAE. A total of 306 responses were gathered through a questionnaire-based survey conducted among students at higher education institutions in the UAE. The data were analysed using the partial least squares structural equation modelling (PLS-SEM) technique with Smart PLS 4 software. The results indicate that factors associated with the TAM, green marketing communication, and self-efficacy significantly influence the acceptance of QR codes in the UAE. The research findings suggest that QR codes can potentially enhance digital marketing efforts in the Middle East, particularly in the UAE, to promote greater online and offline customer engagement.

Keywords: technology acceptance model; TAM; green marketing communication; green self-efficacy; UAE; structural equation modelling; SEM.

DOI: 10.1504/IJASS.2025.146754

International Journal of Applied Systemic Studies, 2025 Vol.12 No.2, pp.165 - 185

Received: 20 Dec 2024
Accepted: 16 Mar 2025
Published online: 16 Jun 2025 *

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