Kuanr, AbhisekAlsaidan, Nawaf2024-12-172024-09-11https://hdl.handle.net/20.500.14154/74258The dissertation examines consumer resistance to technology adoption through a systematic literature review. It identifies key barriers—psychological, sociocultural, and functional—affecting consumer behavior and evaluates the effectiveness of marketing strategies in overcoming these challenges. By synthesizing findings from 21 peer-reviewed studies, it offers insights into recurring themes and proposes comprehensive approaches to reduce resistance. The research contributes to the fields of marketing and consumer behavior by addressing gaps in understanding innovation resistance and providing actionable recommendations for practitioners to facilitate successful technology adoption.This study systematically explores and identifies factors contributing to consumer resistance to technology adoption in modern markets and proposes strategies to address them. The research focuses on three objectives: identifying primary barriers to adoption, analyzing psychological, sociocultural, and functional impacts, and evaluating marketing strategies to mitigate resistance. Using a systematic literature review of 21 studies (2010–2023), the study finds that consumer resistance arises from psychological barriers (e.g., tradition and skepticism), sociocultural influences (e.g., norms and social pressures), and functional issues (e.g., value, risk, complexity). It concludes that holistic approaches addressing all barrier types are essential for effective technology adoption.72enConsumer ResistanceTechnology AdoptionSystematic Literature ReviewMarketing StrategiesInnovation ResistanceThesis