The Impact of Brand Value Perception on Consumer Adoption Behavior of Distributed Energy Systems (DERs)

Abstract

Consumer perceptions of brand value significantly influence the adoption of Distributed Energy Systems (DERs), a topic often overlooked due to insufficient information. This study investigates the impact of brand value perception on consumers' intention to adopt DERs using regression equations. It involves a comprehensive analysis considering factors like popularity and quality of service. Data was collected through structured surveys, and results indicated that higher consumer confidence and acceptance of DERs are directly linked to positive brand valuation. The SEM technique helped identify both direct and indirect consequences, revealing a strong relationship between brand value perception and DER adoption behavior, with a path coefficient of 0.65 and a p-value of less than 0.01. This statistically significant relationship underscores the critical role of brand perception in consumer behavior. Additionally, the model accounts for 54% of variations in customer acquisition behaviors, highlighting the importance that DERs place on their brand values. These findings provide valuable insights for enhancing consumer adoption strategies by emphasizing brand strength and trust in renewable energy solutions.