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

• Main Author: Njabulo H. Mkhize
• Format: Article
• Language: English
• Published: AOSIS 2021-05-01
• Series: South African Journal of Business Management
• Subjects: microgeneration technologies; behavioural intention; attitude; subjective norm; subjective knowledge.
• Online Access: https://sajbm.org/index.php/sajbm/article/view/2100

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.