GREEN TECHNOLOGIES ACCEPTANCE MODEL IN IRAN: DETERMINING EFFECTIVE FACTORS IN DIFFUSION AND SUCCESS OF GREEN TECHNOLOGIES IN IRANIAN SOCIETY

Abstract

Successful technology transfer is affected by the diffusivity of the technology in the target society and the general willingness of the society towards accepting that technology. Paying attention to the factors that have an impact on acceptance and diffusion of a technology firstly, can help to learn the reasons for unsuccessful experiences in the transfer of some technologies and influence of different aspects on that and secondly, it will help technology providers to increase the chance of successful technology transfer by determining the controllable factors. Technology acceptance models have been deployed and investigated in different contexts of information technologies. Also, this notion has been used for investigating the acceptance of some green technologies such as renewable energies. However, there has not been any model developed for studying the acceptance and diffusion of green technologies and the important factors affecting their acceptance in Iranian Society. The present research aims at developing a hypothetical model based on related literature of technology acceptance and diffusion models, investigating the effective factors on the success of green technologies, and deploying semi-structured interviews with experts for the collection and determination of research model hypotheses (qualitative research) and then quantitative analysis of the hypothesis using statistical data (quantitative research) for their acceptance or rejection.