Effective Factors in the Acceptance and Success of Green Technologies in Iran: Examination and Analysis using Grounded Theory

Abstract

This research aimed to extract the effective factors in the acceptance and successful implementation of green technologies in Iranian society. The current research is an applied qualitative study that employs exploratory-descriptive design and grounded theory (GT) for its purposes. The research population includes experts and specialists in green technologies. Eight experts were selected as the research population using purposive sampling. First, the effective variables for the penetration of green technologies were determined by reviewing the literature on technology penetration models and previous studies on green technologies. The output information was then used to develop and implement a semi-structured interview with the experts to extract their opinions in this regard. The interview results were coded and hence categorized to extract potential relationships between variables, from which a hypothetical model for the penetration of green technologies in Iran was developed. Hence, the Delphi method was employed to extract the categorized components based on those extracted from the interviews. The results from coding indicate that there are 6 main categories affecting the penetration and success of green technologies in Iranian society: environmental, economic, cultural, individual, institutional, and social factors.