Influencing the adoption of microgeneration technologies using the theory of planned behaviour

South African Journal of Business Management

Field Value
Title Influencing the adoption of microgeneration technologies using the theory of planned behaviour
Creator Mkhize, Njabulo H.
Subject Marketing; Environmental Sustainability microgeneration technologies; behavioural intention; attitude; subjective norm; subjective knowledge.
Description 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.
Publisher AOSIS
Contributor None
Date 2021-05-31
Type info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion —
Format text/html application/epub+zip text/xml application/pdf
Identifier 10.4102/sajbm.v52i1.2100
Source South African Journal of Business Management; Vol 52, No 1 (2021); 9 pages 2078-5976 2078-5585
Language eng
Coverage — — —
Rights Copyright (c) 2021 Njabulo H. Mkhize