Linking Consumer Innovativeness to the Cryptocurrency Intention: Moderating Effect of the LOHAS (Lifestyle of Health and Sustainability) Lifestyle

Cryptocurrency is gaining worldwide recognition. This research examines the role of personality and psychological factors in consumers’ cryptocurrency adoption behavior. 452 samples are collected from U.S consumers and the data are analyzed by PLS-SEM. The findings reveal that consumer innovativeness has a positive influence on the intention to use cryptocurrency and its impact is partially mediated by attitude. The LOHAS lifestyle moderated the influence of consumer innovativeness on the cryptocurrency intention as well as the relation of attitude with the intention. This research provides theoretical and practical implications for the cryptocurrency market.