Constraints to a full adoption of renewable energy : an empirical assessment

Abstract

Renewable energy technologies are becoming increasingly important due to uncontrolled exploitation of natural resources worldwide, by human beings, to sustain the current lifestyle. Renewable energy technologies development and acceptance is key to keep the current technological evolutionary pace with responsible use of natural resources. This work is based on identification and test of constraints that have been retaining the acceptance process of renewable energy technologies in Brazil and testing these in organizational environment. For this purpose, the researcher has based its work on behavioural theory i.e. the theory of reasoned action (TRA) (Fishbein and Ajzen, 1975), and theory of planned behaviour (TPB) (Ajzen, 1985). With these in mind, the researcher has adopted the technology acceptance model (TAM) (Davis, 1985) and integrated some extensions to it regarding environmental attitude. The environmental view was considered based on the new environmental paradigm (NEP) (Dunlap and Van Liere, 1978) and the ecologically conscious consumer behaviour model (ECCB) (Roberts, 1996). This research has adopted a mixed methodology using quantitative research and action research via learning sets, gathering data from the environment, referred to technological and environmental challenges identified by the society and using this data as information to an organization so that it could learn and develop new strategies that will help increasing sales of renewable energy technologies' based products. On the quantitative phase of this research, 132 Brazilian citizens living in the south and southeast area of Brazil, with an income not lower than 9 minimum wages, owning graduation degree, responded the quantitative questionnaire. The data collected was analysed using factor analysis and multiple regression which provided information for the Action Research phase, when the organization that participated used learning sets, conducted by the researcher, with a group of sales managers that analysed, debated, developed and applied ideas based on the data of the quantitative questionnaire, aiming the increase of sales of renewable energy technologies' products. The results found consider the constraints of technological acceptance by usefulness or ease of use not high, but greatest challenges lies on price levels and environmental attitude. By looking at these constraints during the learning sets, the organization managed to develop new working strategies for increasing sales of renewable energy technologies' products, such as working with the government for funding and help on price reduction levels and increasing user's environmental knowledge of the importance and benefits that renewable energy technologies' products can bring not only to their businesses but to society.