Acceptance Analysis of the Eco-Routing Feature in Google Maps from the Perspective of TAM and Environmental Concern

Abstract

The transportation sector is one of the main contributors to global greenhouse gas emissions. Google Maps’ Eco-Routing feature is a technological innovation that recommends environmentally friendly routes. This study aims to examine the factors influencing students’ intention to use Eco-Routing by integrating the Technology Acceptance Model (TAM) with Environmental Concern and Trust. A quantitative approach used questionnaire of college students who actively use Google Maps through Likert and open-end questions, and analyzed using PLS-SEM. The results show that Perceived Ease of Use and Trust have a significant positive effect on Behavioral Intention to Use Eco-Routing, while Perceived Usefulness and Environmental Concern do not. These findings indicate a value–action gap between environmental awareness and technology usage. This study provides improvements in ease of use, system reliability, route accuracy, and contextual presentation of environmental impact, contributing to literature and practical insights into sustainable information systems for the development of eco-friendly navigation.