ObjectiveThis study aims to uncover the factors influencing the acceptance of integrated reporting. The goal is to find how attitudes and behavioral intentions of university managers could be positively influenced and how the adoption of integrated reporting can be made easier.MethodsTo achieve the research goal, a quantitative research design was used. Questionnaires were used to gather the required data. They were filled out by the board of directors' members, including the University president, Vice president of education, Vice president of research and technology, Vice president of finance and administration, Vice president of culture, Vice president of students, and Director of monitoring and evaluation, from 30 leading public universities in Iran. The obtained data were analyzed by fitted structural equations. The criterion used to select the top universities was the most recent ranking listed in the reference database of Islamic World Sciences.ResultsThe final version of the acceptance model of integrated reporting showed that the acceptance process consists of four consecutive and path-dependent stages. The stages include knowledge; attitude (persuasion); behavioral intention (before decision); and acceptance or rejection (decision). Each stage is influenced by several innovation-specific or individual-specific variables. The specific variables of innovation include the characteristics of integrated reporting perceived by university senior managers, including perceived relative advantage, compatibility, lack of risk, and lack of complexity. The individual characteristics of these managers, such as mental norms and perceived behavior control, as well as determinants of change like perceived necessity, obligation, and guidance, are considered. Based on the presented empirical evidence, it can be claimed that the process of accepting integrated reporting in Iranian universities aligns with the Rogers decision-innovation process model. Therefore, the adoption of this new way of reporting, like many innovations, goes through the stages of knowledge, attitude, intention, and behavior. Meanwhile, the factors affecting each stage show their effects hierarchically through the mediating variables mentioned.ConclusionThis research emphasizes the importance of a process approach in studying the dissemination and adoption of integrated reporting. It urges researchers to meticulously explore the hierarchy of innovation factors or specific variables, along with individual variables, understanding their impact mechanisms thoroughly. The outcomes of this research can inform the development of policies by the Iranian Ministry of Science regarding university reporting practices. The findings of this research determine how to smooth the path of acceptance of this new way of reporting. Research findings also demonstrated that decision-makers in the realm of adopting integrated reporting are primarily swayed by the perceived characteristics of this reporting method while paying minimal heed to its inherent features. The results obtained help planners to focus on trying to create a positive perception of people about the features of this innovation instead of focusing on the technical issues of integrated reporting. Therefore, it is advisable to conduct workshops, publish books and articles, and employ other methods of information dissemination and persuasion to enhance individuals' comprehension of the relative advantages and compatibility of this reporting method. This can alleviate concerns about the complexity of implementation and the risks associated with its adoption failure. Also, it is recommended that the administrators provide the necessary facilities for accepting integrated reporting and offering the necessary training to university employees. This will establish a foundation for university administrators to appraise positively the readiness of their team to accept and implement integrated reporting. In addition, By generating social pressures from both external and internal stakeholders, as well as reference groups, to develop and publish integrated reports in universities, it is feasible to reinforce the mental norms of university administrators in this direction. With the leading universities of the country taking the lead in this area, imitative mental norms can positively influence managers in other universities.