A Multidimensional Model of Sustainable Renewable Energy Linking Purchase Intentions, Attitude and User Behavior in Nigeria
Paul Chibuogwu Ashinze, Paul Chibuogwu Ashinze, Jian Tian, Peter Chiedu Ashinze, Peter Chiedu Ashinze, Mehrab Nazir, Imrab Shaheen
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.