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.
Highlights
The challenges of climate change have caused countries across the world to find solutions to decrease its spread; a key proposed change is increasing the supply of renewable energy (RE) technologies
Emerging countries such as South Africa have set targets to increase the adoption of RE technologies; these targets include having RE account for 26% of the total energy mix by 2030 (Minnock, 2018)
The significant relationships were supported for the theory of planned behaviour (TPB) constructs of SNs and ATT with behavioural intention, but no support was found for subjective knowledge (SK) and behavioural intention
Summary
The challenges of climate change have caused countries across the world to find solutions to decrease its spread; a key proposed change is increasing the supply of renewable energy (RE) technologies Emerging countries such as South Africa have set targets to increase the adoption of RE technologies; these targets include having RE account for 26% of the total energy mix by 2030 (Minnock, 2018). With their RE target aiming at 40% (Institute for Energy Economics & Financial Analysis, 2019), whilst China, whose contribution to carbon emission is known to be very high, is targeting 35% of its total energy mix for RE (Lowder, 2018) These targets seem far-fetched, with RE technologies accounting for less than 5% of South Africa’s energy mix. There is a need to define ‘microgeneration technologies’ or ‘distributed generation technologies’; in this study they denote small-scale technologies that http://www.sajbm.org
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