Impact of energy efficiency-based ICT adoptions on prosumers and consumers

Abstract

Grounded in the motivation theory, this study examines the impact of green intrinsic motivation (GIM) and green thinking (GT) on the energy efficiency behavior (EEB) of the electricity consumers and solar energy prosumers via energy efficiency environmental benefits evaluation (EEBE) as a mediator. Moreover, the moderating role of Information and Communication Technology (ICT) adoption norms in between the association of GIM, GT, and EEBE with EEB was empirically tested. Two independent studies were conducted among electricity consumers (Study 1) and solar energy prosumers (Study 2) of an emerging economy, i.e., Pakistan. SmartPLS3.3.3 was used to analyze the data. Although, findings indicate the significant and positive direct and indirect impacts of the GIM and GT on EEB through EEBE as an underlying mechanism for consumers and prosumers. However, the impact size for all the associations was larger for study 2, reflecting prosumers' stronger concern for the environment by displaying a higher level of EEB. Also, the results supported the interactive effect of ICTAN with GIM, GT, and EEBE to enhance the EEB among consumers/prosumers.