Abstract. The Clean-Tech Adoption Model (C-TAM) explains the adoption process of clean technology. Based on the Unified Theory of Acceptance and Usage of Technology (UTAUT) combined with qualitative research and empirical data gathering, the model predicts adoption based on the perceived quality, effort, transition, experience and knowledge. Social media introduces a moderating effect, thus legitimizing its effectiveness as a marketing instrument on accelerating the adoption of clean technology. C-TAM is validated; however additional empirical research is necessary. Additionally, the explained variance discrepancy with UTAUT as well as theorizing on the Diffusion of Innovations theory stimulates further research on extra moderators.