Original Research

Influencing the adoption of microgeneration technologies using the theory of planned behaviour

Njabulo H. Mkhize
South African Journal of Business Management | Vol 52, No 1 | a2100 | DOI: https://doi.org/10.4102/sajbm.v52i1.2100 | © 2021 Njabulo H. Mkhize | This work is licensed under CC Attribution 4.0
Submitted: 07 May 2020 | Published: 31 May 2021

About the author(s)

Njabulo H. Mkhize, Department of Marketing Management, College of Business Economics, University of Johannesburg, Johannesburg, South Africa


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Abstract

Purpose: This study sought to understand the factors that influence the behavioural intention of households towards microgeneration technologies. This includes subjective knowledge (SK) within the TPB framework as a determinant of behavioural intention.

Methods: A quantitative research approach was followed. A sample frame consisted of households as a unit. A structured questionnaire was administered by using convenience sampling approach. Respondents include members of households who were above the age of 18. Altogether, 237 usable self-administered questionnaires were used for the data.

Results: A two-stage procedure to perform Structural Equation Modeling (SEM) analysis by using SPSS AMOS 25 was conducted. The results showed that subjective norms (SNs) and attitude (ATT) had a significant and positive relationship with behavioural intention. Subjective knowledge showed no significant relationship.

Practical implications: Recommendations are made to marketers in relationship to cohesive message relating to microgeneration technologies with a special emphasis on reference groups in the messaging. For policymakers, there will be a need to consider the role of society and the immediate communities of potential adopters in their policy documents.

Originality/value: This study contributes to the scarce understanding of microgeneration technology in emerging markets by testing a proposed model by using data. It also enriches the adoption models via empirically exploring the relationship between SK and behavioural intention.


Keywords

microgeneration technologies; behavioural intention; attitude; subjective norm; subjective knowledge.

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