This study uses the theory of planned behavior to examine the individual's intentions and zig-zag kiln technology adoption attitude in responding to carbon emissions in Pakistan. This study is based on cross-sectional data and a representative sample of 335 brick kilns owners from 11 districts of Punjab province of Pakistan is collected. Partial least squares structural equation modeling technique was used for the analysis. Results depicted that environmental concern and self-efficacy have a significant influence on attitude toward sustainable technology while subjective norms have a significant effect on intentions toward zig-zag kiln technology. A 1% increase in environmental concern and self-efficacy increases sustainable environmental technology by 24% and 58%, respectively. Furthermore, perceived behavioral control and intentions also significantly impact adoption attitude, and a 1% increase in perceived behavioral control and intentions increase the zig-zag kiln adoption attitude by 68% and 30%, respectively. Results depicted that adoption attitude is significantly determined by these explanatory variables. The study's findings provided new evidence for the government to place more emphasis on enhancing kiln owners' attitudes, social norms, and perceived behavioral control, which would lead towards the adoption of this new technique.
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