Influencing the adoption of microgeneration technologies using the theory of planned behaviour

Abstract

Purpose: This study sought to understand the factors that influence the behavioural intention of households towards microgeneration technologies. This includes subjective knowledge (SK) within the TPB framework as a determinant of behavioural intention. Methods: A quantitative research approach was followed. A sample frame consisted of households as a unit. A structured questionnaire was administered by using convenience sampling approach. Respondents include members of households who were above the age of 18. Altogether, 237 usable self-administered questionnaires were used for the data. Results: A two-stage procedure to perform Structural Equation Modeling (SEM) analysis by using SPSS AMOS 25 was conducted. The results showed that subjective norms (SNs) and attitude (ATT) had a significant and positive relationship with behavioural intention. Subjective knowledge showed no significant relationship. Practical implications: Recommendations are made to marketers in relationship to cohesive message relating to microgeneration technologies with a special emphasis on reference groups in the messaging. For policymakers, there will be a need to consider the role of society and the immediate communities of potential adopters in their policy documents. Originality/value: This study contributes to the scarce understanding of microgeneration technology in emerging markets by testing a proposed model by using data. It also enriches the adoption models via empirically exploring the relationship between SK and behavioural intention.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 5 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.