Abstract
Though attitudes towards green energy are generally positive, it still faces low rates of adoption in several countries across the globe. The current study examines the attitude intention gap to green energy adoption in Ghana. The study employed a quantitative research approach and data were collected from 425 homeowners in Ghana. Results were analysed using the two-stage approach to structural equation modelling. The findings indicated that reasons for the purchase significantly influenced purchase intention, while reasons against purchase had no significant effect. This suggests that consumers employ cognitive shortcuts to simplify decision-making, aligning with BRT principles. The positive effect of reasons for purchase resonates with prior BRT studies, emphasizing the impact of a green product meeting consumers’ mental and psychological needs on decision-making. Regarding barriers, the study found that “reasons against” purchase, specifically cost barriers, significantly influenced purchase intention. However, risk and incompatibility barriers did not show a significant negative effect, possibly due to increasing awareness of solar panels as an alternative energy source and suitable architectural conditions in Ghana. The study highlights the importance of consumers’ positive attitudes toward solar panels in influencing their adoption intentions, reinforcing the role of attitudes as key antecedents to behavioral intentions. The findings contribute to understanding consumer decision-making in adopting green technologies, emphasizing the multifaceted influence of perceived value and barriers in the context of solar panel adoption in Ghana.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Human Impacts and Responsibility
KEYWORDS
Behavioral Reasoning Theory, Attitudes, Subjective norms, Ghana, Perceived Value
