“…This paper is connected to the product or technology adoption puzzle, since the main purpose of our work is to help governments achieve the goal of increasing market consumption (ie, consumer surplus) and firms' profits. In the literature, many studies have attempted to explain the adoption puzzle from the perspective of consumers (ie, demand side, see Cole et al, 2013;Duflo, Kremer, & Robinson, 2011;Giné & Yang, 2009;Tarozzi et al, 2014) and distributors (ie, supply side, see Fuchs, Green, & Levine, 2017). In the operations management literature, in order to effectively enhance social welfare, several studies have focused on offering subsidies and rebates (eg Babich, Lobel, & Yucel, 2017;Cohen et al, 2015;Levi et al, 2016Levi et al, , 2019Raz & Ovchinnikov, 2015).…”