Understanding switching intentions towards renewable energy technologies using push-pull-mooring framework

Abstract

Due to climate change threats, governments worldwide are taking measures to move towards cleaner technologies. One such alternative in the energy sector is Renewable Energy Technologies (RET). Due to its merit over conventional technology, RET is being promoted in the industry and households. However, residential consumers switching from incumbent technologies to RET is still low. To fill this gap, this study builds on the Push-Pull-Mooring (PPM) framework to uncover the key factors affecting the switching intention of residential consumers toward RET. We adopted a sequential explanatory mixed-methods approach that involved a quantitative investigation followed by a qualitative study. In the quantitative phase, we used structural equation modeling techniques to analyze survey data from 291 participants to test our conceptual model. Subsequently, in the qualitative phase, in-depth interviews with 25 participants were conducted to gain deeper insights and validate the relationships identified in the quantitative analysis. The results indicate that environmental concern (push factor), economic benefit, and independence benefit (pull factor) have a positive association with switching intention. However, switching cost (mooring factor) was found to have a negative association with switching intention. Further, switching cost was also found to moderate the association between economic benefit and switching intention. The qualitative study provided further insights into the results of the quantitative investigation. It was clarified from the qualitative study that neighbor experiences and societal preferences of the causes may mitigate the influence of subjective norms on switching intention. Lastly, implications were drawn for academicians, marketers, and public policymakers. Marketers can utilize these findings to develop appropriate marketing strategies for this untapped market, which has huge potential.