Right information at the right time: Reevaluating the attitude–behavior gap in environmental technology adoption

Abstract

This paper examines the impact of information on sustainable technology adoption behavior and decisions. Data from a sample of current and potential clients of a large retailer of photovoltaics (PV) systems is used to study how different information sources and different information channels affect both the intention to adopt and the actual purchasing decision of the customers. This research challenges the notion that providing more information always supports the adoption of environmental technologies. Drawing upon innovation diffusion theories and the theory of sustainable consumer behavior change, this analysis indicates that different information types and different channels have different effects. This research also finds that the impact of information changes throughout the adoption process, as potential technology adopters move from being indifferent to developing sustainable attitude, and then from displaying sustainable attitude to actually making an adoption decision. Generic information facilitates the development of sustainable attitude, but it is relatively ineffective in supporting adoption. Likewise, information obtained from commercial channels supports sustainable attitude, but it does not increase the likelihood of displaying sustainable behavior. Only information obtained from unbiased third party sources favors adoption. This research contributes to clarifying the “attitude–behavior gap” in the context of environmental technology adoption; while the findings have critical implications for policymakers and technology providers in optimizing their marketing strategies and information campaigns to promote new environmental technologies.