Motivations and Communication Effectiveness of Solar Energy Adoption among Malaysian Household Consumers

Siti Haslina Md Harizan ()
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Siti Haslina Md Harizan: School of Distance Education, Universiti Sains Malaysia, 11800 Penang, Malaysia Author-2-Name: Author-2-Workplace-Name: Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: Objective - This paper aims to explain the motivational drives underlying the use of solar energy and to examine the effectiveness of integrated marketing communication tools in the dissemination of solar PV information among household consumers in Malaysia. Methodology/Technique - Data was collected using in-depth interviews, participant observations, and on-site visits to participants' homes. Sixteen private household consumers who were registered with the Sustainable Energy Development Authority Malaysia (SEDA), and who were located in different regions of several states in Malaysia, were selected using purposive and snowball sampling. The data was then transcribed and analyzed by identifying the themes and commonalities of the respondents. Findings - The findings indicate that there are 4 motivating factors that lead to solar PV adoption. Those are: economic, societal well-being, environmental well-being, and knowledge/cognition. The integrated marketing communication tools found to be most effective include mass media (television), electronic media (including social media and websites) and interpersonal sources. Novelty - The study elaborates on the motivations underlying the adoption of solar energy based on the real experiences of solar PV users. The study also assesses the effectiveness of integrated marketing communication tools used by various stakeholders in promoting solar PV systems based on user feedback.

Keywords: Integrated Marketing Communication; Motivation; Residential; Solar Photovoltaic System; Sustainable Marketing. (search for similar items in EconPapers)
JEL-codes: M31 O33 (search for similar items in EconPapers)
Pages: 15
Date: 2018-09-16
New Economics Papers: this item is included in nep-ene, nep-env and nep-sea
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Published in Global Journal of Business and Social Science Review, Volume 6, Issue 3.

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