Consumer awareness in the adoption of microgeneration technologies: An empirical investigation in the Republic of Ireland

Marius C. Claudy, Claus Michelsen, Aidan O'Driscoll and Michael R. Mullen

Renewable and Sustainable Energy Reviews, 2010, vol. 14, issue 7, 2154-2160

Abstract: Despite major policy and marketing efforts, the uptake of microgeneration technologies in most European countries remains low. Whereas most academic studies and policy reports aim to identify the underlying reasons why people buy these new technologies, they often fail to assess the general level of consumer awareness. The process of adopting an innovation, however, shows that awareness is a prerequisite which needs to be understood before adoption can be addressed. This paper takes a closer look at awareness of microgeneration and presents the results from a nationally representative study conducted in the Republic of Ireland. Findings from logistic regressions clearly indicate that awareness varies significantly between the individual technologies and customer segments. The paper concludes with implications for policy makers and marketers aiming to promote microgeneration technologies in consumer markets.

Keywords: Diffusion; Innovation; Consumer; awareness; Microgeneration; Ireland (search for similar items in EconPapers)
Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (45)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1364-0321(10)00090-0
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:rensus:v:14:y:2010:i:7:p:2154-2160

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/journaldescription.cws_home/600126/bibliographic
http://www.elsevier. ... 600126/bibliographic

Access Statistics for this article

Renewable and Sustainable Energy Reviews is currently edited by L. Kazmerski

More articles in Renewable and Sustainable Energy Reviews from Elsevier
Bibliographic data for series maintained by Catherine Liu ().