Behavioral Intention to Adopt Renewable Energy Technologies: Insights from Taiwan Using TRA, TAM and DOI Models

Abstract

Aims: Global warming erodes constantly, and the huge harm caused by the greenhouse effect has made governments, businesses and people around the world concerned about environmental sustainability. In order to achieve the goal of "Net Zero Emissions" and reduce the use of fossil fuel, it is important to adopt renewable energy technology (RET). How to make good use of RET is an urgent issue. The purpose of this research is to analyze the key factors that affect users’ intentions of adopting renewable energy technologies.

Study Design:  The research was based on TRA, TAM and Roger’s Diffusion of Innovation. It helps us to figure out the acceptance model and influencing factors.

Place and Duration of Study: This study interviews 273 persons in the Kaohsiung and Pingtung area of Taiwan to comprehend their attitude and behavior towards RET.

Methodology: This study adopted a questionnaire interview method, and adults aged 18-55 were interviewed. There were 172 males accounted for 63%, and 101 females accounted for 37% of the sample. The measurement model is estimated using confirmatory factor analysis (CFA) to test whether the constructs possess sufficient validation and reliability. The structural model is used to investigate the strength and direction of the relationship between the theoretical constructs.

Results: The result showed that in the behavior pattern of accepting the application of the RET, the person who is perceived usefulness to RET has the most significant influence on behavioral intention to use (\(\beta\)=0.276). The next important factor will be the compatibility of the system (\(\beta\)= 0.201), and the last factor is the acceptance of innovation (\(\beta\)= 0.106).

Conclusion: These results reinforce some of the past findings of technology diffusion, renewable energy implementation, and partner relationship literature. Therefore, to ensure effective renewable energy technology diffusion, technology promoters and policymakers need to ensure not only that appropriate technology is considered and adopted, but also that the person’s attitude and new environmental changes.