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

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.