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Do people really intend to adopt renewable energies? Exploring the consumer adoption paradox
Consumers generally express positive attitudes towards renewable energies, recognizing system values such as environmental benefits and sustainability advantages (Zhang et al., 2024). However, the actual adoption and use of renewable energy services may not align with their expressed preferences.This paradox stems from various customer value-related barriers, such as high upfront costs, limited awareness, and concerns about reliability or convenience, which hinder widespread consumer adoption of renewable energy solutions (Jridi et al., 2016).In this project, we analyse the consumer adoption paradox …
- Study level
- PhD, Master of Philosophy, Honours
- School
- School of Information Systems
- Research centre(s)
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Centre for Behavioural Economics, Society and Technology
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