Renewable energy and innovation in Saudi Arabia: An exploration of factors affecting consumers' intention to adopt Solar PV

Alsulami, Abdulkarim, Fairbrass, Jenny ORCID: https://orcid.org/0000-0001-5292-0720, Botelho, Tiago and Assadinia, Shahin (2024) Renewable energy and innovation in Saudi Arabia: An exploration of factors affecting consumers' intention to adopt Solar PV. Technological Forecasting and Social Change, 204. ISSN 0040-1625

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Abstract

Achieving ‘net-zero’ has become a major concern for governments worldwide. For this momentous transition to be realised, individual citizens must be motivated to adopt ‘cleaner’ innovative technologies to reduce their carbon footprint. Against this backdrop, our study investigates factors that may encourage or inhibit the intention to adopt renewable energy (specifically Solar photovoltaics (PV)) among home-owning Saudi consumers. Drawing on the theory of planned behaviour, we examine the relationship between demographic variables and consumers' attitudes toward renewable energy (RE) and their intention to adopt new RE technology. Our findings reveal that a lack of consumer knowledge about RE is the major obstacle to Solar PV adoption among Saudi consumers. Moreover, consumers' environmental beliefs may not lead directly to an intention to adopt RE, even though it is associated with favourable attitudes toward the technology. Finally, social influence may be crucial when promoting RE adoption among Saudi consumers. These are essential considerations for policymakers to note and act on when constructing energy policy.

Item Type: Article
Uncontrolled Keywords: consumer behaviour,demographic variables,intention to adopt re,renewable energy,saudi arabia,theory of planned behaviour,management of technology and innovation,business and international management,applied psychology,sdg 7 - affordable and clean energy,sdg 12 - responsible consumption and production ,/dk/atira/pure/subjectarea/asjc/1400/1405
Faculty \ School: Faculty of Social Sciences > Norwich Business School
University of East Anglia Research Groups/Centres > Theme - ClimateUEA
UEA Research Groups: Faculty of Social Sciences > Research Centres > Centre for Competition Policy
University of East Anglia Schools > Faculty of Science > Tyndall Centre for Climate Change Research
Faculty of Science > Research Centres > Tyndall Centre for Climate Change Research
Faculty of Social Sciences > Research Groups > Responsible Business Regulation Group
Faculty of Social Sciences > Research Groups > Strategy and Entrepreneurship
Faculty of Social Sciences > Research Groups > Marketing
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Depositing User: LivePure Connector
Date Deposited: 30 Apr 2024 11:30
Last Modified: 28 May 2024 08:30
URI: https://ueaeprints.uea.ac.uk/id/eprint/95046
DOI: 10.1016/j.techfore.2024.123430

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