This research aims to analyse cognitive factors, innovation attributes and their influence on adoption of solar renewable energy technologies (RETs) for urban households in Mexico. It expands existing cognitive frameworks by including variables from diffusion of innovation theory.
On the basis of the data of 291 urban consumers and through the use of partial least squares (PLS), the proposed model was empirically tested. Finite mixture PLS method helped identify two market segments.
Findings suggest that beliefs about consequences of adopting RETs have significant influence in shaping consumer’s attitudes towards RETs which were found to be an accurate predictor of the behavioural intention to adopt these technologies. Regarding innovation attributes, the results show that for a solar heater to be adopted, it should be compatible with the social values of the consumer. Triability and relative advantage show little influence on attitude formation. Two market segments found differ on the basis of beliefs and attitudes.
The study was limited to analyse consumer responses to solar energy in residential urban settings.
Organizations wanting to increase their consumer base need to develop sound technological innovations with high levels of compatibility a low complexity.
The study combines diffusion of innovation theory with cognitive frameworks and finds that innovation attributes become strong predictors of intentions to adopt RETs.
