A Multidimensional Model of Sustainable Renewable Energy Linking Purchase Intentions, Attitude and User Behavior in Nigeria

Abstract

This study investigates the challenges to Nigeria’s renewable energy growth; specifically, it analyzes the factors that influence the intention to use renewable energy in Nigeria. This paper was based on the theory of planned behavior, the technology acceptance model, the unified theory of acceptance and use of technology, the diffusion of innovation theory, and previous studies on acceptance. The proposed hypotheses have been tested using structured questionnaires based on a sample of 500 Nigerian family heads. A structural equation modeling technique was used to analyze the relationships of the studied variables—relative advantage, ease of use, perceived behavioral control, subjective norm, awareness, cost, attitude, income, gender, age, and education—with purchase intention. The study findings show that attitude has a significant mediating effect on the relationship between intention to use and determinants (relative advantage, subjective norm, perceived behavioral control, ease of use, cost and awareness) and no significant impact on the purchase intention of the control variables (income, education, age, and gender) in the structural model. The study’s results support business decisions in the renewable energy sub-sector in Nigeria and other developing nations. Furthermore, the results of this study could serve as a reference for the government to make decisions concerning the implementation of renewable energy.

What drives consumers to purchase green innovation product? Empirical evidence from Indonesian consumers

“…Such finding is in line with previous studies, for instances Lee and Chow (2020) and Okedu et al (2020). The finding also supports the current study conducted by Ashinze et al (2021) that also suggests a significant and positive relationship between the two variables. Therefore, we conclude that H1 is supported.…”

“…According to Ashinze et al (2021), there is a strong direct correlation between attitude and relative excellence. In other words, the attitude toward adoption rates is higher the larger the perceived relative advantage of renewable energy.…”

“…Jaiswal et al (2021) conducted a study on consumers' intentions to use electric vehicles, and found that perceived ease of use directly affects consumer attitudes. Furthermore, a study conducted by Ashinze et al (2021) investigated the challenges to the growth of renewable energy in Nigeria, which specifically analyzed the factors influencing the intention to use renewable energy in Nigeria found that ease of use had a positive and significant effect on consumer attitudes. Therefore, the following hypothesis can be formulated:…”

“…Jaiswal et al (2021) conducted a study on consumers' intentions to use electric vehicles, and found that attitudes significantly affected consumer behavior intentions. Furthermore Ashinze et al (2021) investigated the challenges to the growth of renewable energy in Nigeria, which specifically analyzed the factors influencing the intention to use renewable energy found that attitudes had a positive effect on consumer intentions. Research conducted by Dilotsotlhe and Duh (2021) shows that the intention of behaving positively and significantly is explained by attitude.…”

“…Previous studies have shown that it is possible to project customer intentions to use renewable energy with appropriate measurements (Ashinze et al, 2021). Determinants that can be evaluated include relative advantage, ease of use, perceived behavioral control, subjective norm, awareness, cost, attitude, income, and education.…”