Designing a model for accepting new technologies and innovations in the field of renewable energy by urban and rural consumers in Iran

Abstract

The present study aims to design a model for accepting new technologies and innovations in the field of renewable energy by urban and rural consumers in Iran. The research method is combined and has been done in two stages. In the first stage, using the Grounded Theory, the factors affecting the acceptance of renewable energy technology were identified and the model of acceptance of renewable energy technology by urban and rural consumers in Iran was presented. And in the next stage using the results of the first stage of research, the research continued in an applied way. From 14 electricity industry experts and renewable energy experts and experienced professors, In order to determine the variables of the technology acceptance model in the field of renewable energy and to identify the relationships between them, Help was obtained through free and unstructured interviews. The Grounded Theory has been used in the qualitative stage of the research and in a quantitative stage, Structural equation modeling method is used.The results showed, Government actions can affect perceived benefits and the willingness of urban and rural consumers to use renewable energy technology.

The effect of price on perceived benefit and level of access to the tendency to use renewable energy technology was not confirmed. Perceived benefits and social impact and advertising can also lead to consumer desire Also, the level of access to technology can lead to perceived benefits for people to use renewable energy technology.