This research examines the socio-cultural, behavioral, and economic components of bitcoin adoption in Russia using the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). The study validates the theoretical framework using primary data from Russian residents. The study's key findings show the strong effect of “effort expectancy”,”social influence”, and “financial restriction” on behavioral intention toward bitcoin adoption. However, 'facilitating circumstances' had a negligible impact. The study provides strategic insights for Russian cryptocurrency enterprises and identifies potential research areas, such as a deeper analysis into perceived risk and conducive conditions. The study greatly contributes to scholarly knowledge and gives practical insights for managing Russia's emerging digital currency market.