Refine
Has Fulltext
- no (3)
Document Type
- Article (3)
Language
- English (3)
Is part of the Bibliography
- yes (3)
Adoption of new technologies necessitates changes in behaviours, attitudes, and social norms that cannot be sufficiently explained by a single predictor or group of predictors, particularly in heterogeneous populations. Aiming to add a greater understanding of intention to adopt Rooftop Photovoltaic (PV), this paper utilised an established population segmentation tool, the Sinus-Milieus and the Theory of Planned Behaviour (TPB) to account for population heterogeneity of the sample of German homeowners (n = 1800). By employing partial least squares structural equation modelling, we confirmed that attitudes, social norms, and financial evaluation significantly influence adoption intention at the population level. A multi-group analysis revealed noteworthy variations in the relative impact of attitudes and social norms on adoption intention across different milieugroups. Notably, even milieugroups sharing the same broad social status and/or values, as defined by the Sinus-Milieu tool, exhibited significant differences in the influence of attitudes and social norms on adoption intention. Moreover, a Kruskal–Wallis H-test indicated significant differences in the reported level of adoption intention among milieugroups, with the Leading milieus showing the highest intention and the Deprived the lowest. Differences were also observed for the determinants of social norms, attitudes, environmental concern, and novelty-seeking behaviour. Our findings confirm the relevance of considering potential adopters as a heterogeneous group in terms of overall lifestyle characteristics. Tailoring communication strategies to target the underlying motivations of specific milieus can lead to more effective interventions.
Transitioning to a net-zero economy requires a nuanced understanding of homeowners’ decision-making pathways when considering the adoption of Low Carbon Technologies (LCTs). These LCTs present both personal and collective benefits, with positive perceptions critically influencing attitudes and intentions. Our study analyses the relationship between two primary benefits: the household-level financial gain and the broader environmental advantage. Focusing on the German homeowners’ intention to adopt Rooftop Photovoltaic Systems, Energy Efficient Appliances, and Green Electricity Tariffs, we employ Partial Least Squares Structural Equation Modeling to demonstrate that the adoption intention of the LCTs is underpinned by the Theory of Planned Behaviour. Our research also highlights the pivotal role of perceived benefits in shaping attitudes and intentions. Attitudes towards the LCTs are more strongly related to product-specific benefits than affective constructs. In terms of evaluative benefits, environmental benefits exhibit a higher positive association with attitude formation compared to financial benefits. However, this relationship switches as homeowners move through the decision process with the financial benefits of selected LCTs having a consistently higher association with adoption intention. At the same time, financial benefits also positively affect attitudes. Observing this trend across both low- and high-cost LCTs, we recommend that policymakers and businesses enhance homeowners’ awareness of the personal advantages and implement strategies to make these financial benefits more tangible and accessible.
