Examining the Attitude-Behavior Gap and Adoption Intention of SHS Technology

Abstract

Current fuel-based electricity used to fulfill household electricity needs becomes a reason that worsens the global warming. Even though Indonesia is benefited from abundant solar radiation level, the utilization of solar energy as one possible solution is still very poor. This unused eco-friendly energy needs to be investigated by examining consumers’ intention to adopt Solar House System (SHS) technology along with factors affecting it. This study uses Behavioral Reasoning Theory (BRT) consists of values, reasons for adoption, reasons against adoption, attitude, and social influence as variables to predict adoption intention. Further, Partial Least Square Modeling is used to test the hypotheses after collecting 428 data by distributing questionnaire in Bandung Area. The result reveals that social influence is found to play the most significant role in predicting SHS adoption intention, attitude, reasons for adoption, and values. Thus, this study extents our understanding of attitude-behavior gap in the context of green technology as well as the impact of social influence.