The effect of sustainability awareness on the acceptance of digital transformation processes in the Turkish jewellery sector

Digital-based systems and applications can be defined as the most significant drivers of transformation in today's world. Being present in every aspect of life, these concepts naturally affect businesses and their ways of doing business deeply, leading sectors to restructure, change, and transform accordingly. While various studies on the phenomenon of digital transformation exist in the literature across different dimensions, this research aims to statistically test a conceptual model centered on the Unified Theory of Acceptance and Use of Technology-2 (UTAUT2). This model is extended with the knowledge, attitude, and behavior dimensions of the Sustainability Consciousness Scale (SCS) from an economic perspective. The study specifically focuses on the Turkish jewelry industry to understand the dimensions of behavioral intention and actual usage behavior, interpreting their impacts on transformation. Centered on the marketing and sales functions the core activities of the sector the research focuses on the holistic acceptance of digital process applications used in marketing activities. In this respect, the conceptual model has been both extended and developed with a holistic approach. The research population comprises medium and large-scale jewelry and goldsmith enterprises operating in store retailing with their own brands in Turkey. The sample consists of 361 retail business members selected from this population using the snowball sampling method. Data were collected via a digital survey prepared based on the conceptual model. Validity and sampling adequacy tests were completed, and structural model analyses were performed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Indicator reliability (CFA), internal consistency reliability, discriminant and convergent validity, and the fit of the data to the structural equation model were established. The results indicate that within the scope of the conceptual model, technology acceptance is influenced by habit, price value, hedonic motivation, performance expectancy, and social influence factors. Furthermore, facilitating conditions affect usage behavior, while the attitude dimension of sustainability consciousness impacts behavioral intention. Conversely, effort expectancy and the knowledge and behavior dimensions of sustainability consciousness were found to have no significant effect on technology acceptance. The holistic structure of the model reveals that behavioral intention plays a significant mediating role in the adoption of digital transformation. Considering the sectoral findings and usage frequencies, the relatively high adaptation level of businesses toward digital marketing, E-commerce, and mobile applications stands in contrast to a limited awareness and application level of advanced technologies such as artificial intelligence, blockchain, and business intelligence. In light of the findings, it can be concluded that the population and the Turkish jewelry sector are in a significant transition phase in the digital transformation process; however, this is not yet a holistic transformation. It is expected that future research with different focuses within the sector will contribute to this ongoing transformation.