Examining the Attitude-Behavior Gap and Adoption Intention of SHS Technology: The Role of Social Influence

Main Article Content

Zefanya Alanza Christabel Loveldy
Tuan Ahmad Tuan Ismail
Sarah Siti Jubaedah


Behavioral Reasoning Theory, Adoption Intention, Attitude-Behavior Gap, Social Influence, Renewable Energy


Current fuel-based electricity used to fulfill household electricity needs is one of the reasons that worsen global warming. Therefore, the use of solar energy starts to be favorable. Indonesia is benefited from abundant solar radiation levels, yet the utilization of solar energy as one possible solution is still very limited. The non-optimal use of this 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 used Behavioral Reasoning Theory (BRT) that consists of values, reasons for adoption, reasons against adoption, attitude, and social influence as variables to predict adoption intention. Further, Partial Least Square Modeling was used to test the hypotheses after collecting 428 data by distributing questionnaires in Bandung Area. The result reveals that social influence plays the most significant role in predicting SHS adoption intention, attitude, reasons for adoption, and values. Thus, this study extends our understanding of the attitude-behavior gap in the context of green technology and the impact of social influence.


Download data is not yet available.
Abstract 70 | pdf Downloads 59


Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned
behavior. Journal of applied social psychology, 32(4), 665-683. doi: 10.1111/j.1559-1816.2002.tb00236.x

Akhmad, K. (2005). Pembangkit Listrik Tenaga Surya Dan Penerapannya Untuk Daerah Terpencil (Solar Power Generation And Its Application For Remote Areas). Dinamika Rekayasa, 1(1), 29-33. doi: 10.20884/1.dr.2005.1.1.8

Bachtiar, M. (2006). Prosedur perancangan sistem pembangkit listrik tenaga surya untuk perumahan (Procedure for designing a solar power generation system for housing). SMARTek, 4(3).

Blake, J. (1999). Overcoming the ‘value-action gap’ in environmental policy: Tensions between national policy and local experience. Local environment, 4(3), 257-278. doi: 10.1080/13549839908725599

Chen, K. K. (2014). Assessing the effects of customer innovativeness, environmental value and ecological lifestyles on residential solar power systems install intention. Energy Policy, 67, 951-961. doi: 10.1016/j.enpol.2013.12.005

Claudy, M. C., Garcia, R., & O’Driscoll, A. (2015). Consumer resistance to innovation—a behavioral reasoning perspective. Journal of the Academy of Marketing Science, 43(4), 528-544. doi: 10.1007/s11747-014-0399-0

Claudy, M. C., Michelsen, C., & O’Driscoll, A. (2011). The diffusion of microgeneration technologies–assessing the influence of perceived product characteristics on homeowners' willingness to pay. Energy Policy, 39(3), 1459-1469. doi: 10.1016/j.enpol.2010.12.018

Claudy, M. C., Peterson, M., & O’Driscoll, A. (2013). Understanding the attitude-behavior gap for renewable energy systems using behavioral reasoning theory. Journal of Macromarketing, 33(4), 273-287. doi: 10.1177/0276146713481605

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3), 319-340. doi: 10.2307/249008

F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2), 106-121. doi: 10.1108/EBR-10-2013-0128

Feron, S. (2016). Sustainability of off-grid photovoltaic systems for rural electrification in developing countries: a review. Sustainability, 8(12), 1326. doi: 10.3390/su8121326

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. MA: Addison-Wesley

Gadenne, D., Sharma, B., Kerr, D., & Smith, T. (2011). The influence of consumers' environmental beliefs and attitudes on energy saving behaviors. Energy policy, 39(12), 7684-7694. doi: 10.1016/j.enpol.2011.09.002

Garcia, R., Bardhi, F., & Friedrich, C. (2007). Overcoming consumer resistance to innovation. MIT Sloan management review, 48(4), 82-88.

Gupta, A., & Arora, N. (2017). Understanding determinants and barriers of mobile shopping adoption using behavioral reasoning theory. Journal of Retailing and Consumer Services, 36, 1-7. doi: 10.1016/j.jretconser.2016.12.012

Ha, H.-Y., & Janda, S. (2012). Predicting consumer intentions to purchase energy-efficient products. Journal of Consumer Marketing, 29(7), 461-469. doi: 10.1108/07363761211274974

Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the academy of marketing science, 40(3), 414-433. doi: 10.1007/s11747-011-0261-6

Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM): Sage Publications.

Hansla, A., Gamble, A., Juliusson, A., & Gärling, T. (2008). Psychological determinants of attitude towards and willingness to pay for green electricity. Energy Policy, 36(2), 768-774. doi: 10.1016/j.enpol.2007.10.027

Kalkbrenner, B. J., & Roosen, J. (2016). Citizens’ willingness to participate in local renewable energy projects: The role of community and trust in Germany. Energy Research & Social Science, 13, 60-70. doi: 10.1016/j.erss.2015.12.006

Karahanna, E., Agarwal, R., & Angst, C. M. (2006). Reconceptualizing compatibility beliefs in technology acceptance research. MIS Quarterly, 781-804. doi: 10.2307/25148754

Kleijnen, M., Lee, N., & Wetzels, M. (2009). An exploration of consumer resistance to innovation and its antecedents. Journal of economic psychology, 30(3), 344-357. doi: 10.1016/j.joep.2009.02.004

Niemeyer, S. (2010). Consumer voices: Adoption of residential energy-efficient practices. International Journal of Consumer Studies, 34(2), 140-145. doi: 10.1111/j.1470-6431.2009.00841.x

Ozaki, R. (2011). Adopting sustainable innovation: what makes consumers sign up to green electricity? Business strategy and the environment, 20(1), 1-17. doi: 10.1002/bse.650

Pachauri, R. K., Allen, M. R., Barros, V. R., Broome, J., Cramer, W., Christ, R., . . . Dasgupta, P. (2014). Climate change 2014: synthesis report. Contribution of Working Groups I, II and III to the fifth assessment report of the Intergovernmental Panel on Climate Change: IPCC.

Paladino, A., & Baggiere, J. (2007). Are we “green”? An empirical investigation of renewable electricity consumption. ACR European Advances.

Peattie, K. (2010). Green consumption: behavior and norms. Annual review of environment and resources, 35, 195-228. doi: 10.1146/annurev-environ-032609-094328

Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of consumer marketing, 25(5), 281-293. doi:10.1108/07363760810890516

Prothero, A., & Fitchett, J. A. (2000). Greening capitalism: Opportunities for a green commodity. Journal of Macromarketing, 20(1), 46-55. doi: 10.1177/0276146700201005

Ram, S., & Sheth, J. N. (1989). Consumer resistance to innovations: the marketing problem and its solutions. Journal of consumer marketing, 6(2), 5-14. doi: 10.1108/EUM0000000002542

Schwartz, S. (2005). Basic human values: an overview: basic human values: theory, methods, and applications. The Hebrew University of Jerusalem: Israel.

Suhartanto, D. (2014). Metode Riset Pemasaran (Methods of Marketing Research). Bandung: Alfabeta.

Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. science, 185(4157), 1124-1131. doi: 10.1126/science.185.4157.1124

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 425-478. doi: 10.2307/30036540

Westaby, J. D. (2005). Behavioral reasoning theory: Identifying new linkages underlying intentions and behavior. Organizational behavior and human decision processes, 98(2), 97-120. doi: 10.1016/j.obhdp.2005.07.003

Westaby, J. D., Probst, T. M., & Lee, B. C. (2010). Leadership decision-making: A behavioral reasoning theory analysis. The Leadership Quarterly, 21(3), 481-495. doi: 10.1016/j.leaqua.2010.03.011

Wiser, R. H. (2007). Using contingent valuation to explore willingness to pay for renewable energy: a comparison of collective and voluntary payment vehicles. Ecological Economics, 62(3-4), 419-432. doi: 10.1016/j.ecolecon.2006.07.003

Wolske, K. S., Stern, P. C., & Dietz, T. (2017). Explaining interest in adopting residential solar photovoltaic systems in the United States: Toward an integration of behavioral theories. Energy research & social science, 25, 134-151. doi: 10.1016/j.erss.2016.12.023