Smart Energy Consumers: An Empirical Investigation on the Intention to Adopt Innovative Consumption Behaviour
The aim of the present study is to investigate
consumers' determinants of intention toward the adoption of Smart
Grid solutions and technologies. Ajzen's Theory of Planned
Behaviour (TPB) model is applied and tested to explain the formation
of such adoption intention. An exogenous variable, taking into
account the resistance to change of individuals, was added to the
basic model. The elicitation study allowed obtaining salient modal
beliefs, which were used, with the support of literature, to design the
questionnaire. After the screening phase, data collected from the
main survey were analysed for evaluating measurement model's
reliability and validity. Consistent with the theory, the results of
structural equation analysis revealed that attitude, subjective norm,
and perceived behavioural control positively, which affected the
adoption intention. Specifically, the variable with the highest estimate
loading factor was found to be the perceived behavioural control,
and, the most important belief related to each construct was
determined (e.g., energy saving was observed to be the most
significant belief linked with attitude). Further investigation indicated
that the added exogenous variable has a negative influence on
intention; this finding confirmed partially the hypothesis, since this
influence was indirect: such relationship was mediated by attitude.
Implications and suggestions for future research are discussed.
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Control, and the Theory of Planned Behavior. Journal of Applied Social
Psychology, 32, 665-683
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Maidenhead, UK: Open University Press.
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and Attitude- Behavior Correspondence. In A. Beauducel, B. Biehl, M.
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(Eds.), Multivariate research strategies (pp. 3-19). Aachen, Germany:
Shaker Verlag.
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[10] Ajzen, I. (2011). The Theory of Planned Behaviour: Reactions and
Reflections. Psychology & Health, 26(9), 1113-1127.
[11] Ajzen, I. (2012). The Theory of Planned Behavior. In P. A. M. Lange, A.
W. Kruglanski & E. T. Higgins (Eds.), Handbook of Theories of Social
Psychology (Vol. 1, pp. 438-459). London, UK: Sage.
[12] Ajzen, I., & Driver, B.L. (1992). Application of the Theory of Planned
Behavior to Leisure Choice. Journal of Leisure Research, 24 (3), pp.
207–224
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Social Behavior. Englewood Cliffs, NJ: Prentice-Hall, Inc.
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Attitude, Intentions, and Perceived Behavioral Control. Journal of
Experimental Social Psychology, 22, 453–474.
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http://people. umass.edu/aizen/tpb.html
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(2001). Theories of Reasoned Action and Planned Behavior as Models
of Condom Use: A Meta-Analysis. Psychological Bulletin, 127(1), 142-
161
[17] Albayrak, T., Aksoy, S., & Caber, M. (2013). The Effect of
Environmental Concern and Scepticism on Green Purchase
Behaviour. Marketing Intelligence & Planning, 31(1), 27-39.
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Technology (IT) in Saudi Arabia: Culture and the Acceptance and Use
of IT. Information and Management, 44(8), 681-691.
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Modeling in Practice: A Review and Recommended Two-Step Approach.
Psychological Bulletin, 103(3), 411–423.
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Behaviour: Assessment of Predictive Validity and Perceived Control.
British Journal of Social Psychology 38, 35–54.
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Norms and of Demographic Predictors. Resources, Conservation and
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[1] Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned
Behavior. In J. Kuhl, & J. Beckman (Eds.), Action-Control: From
Cognition to Behavior (pp. 11–39). Heidelberg: Springer.
[2] Ajzen, I. (1991). The Theory of Planned Behavior. Organizational
Behavior and Human Decision Processes, 50(2), 179–211.
[3] Ajzen, I. (1996). The Social Psychology of Decision Making. In E.T.
Higgins & A.W. Kruglanski (Eds.), Social Psychology: Handbook of
Basic Principles, 297 – 328.
[4] Ajzen, I. (2001). Nature and Operation of Attitude. Annual Review of
Psychology, 52(1), 27–58.
[5] Ajzen, I. (2002). Perceived Behavioral Control, Self-Efficacy, Locus of
Control, and the Theory of Planned Behavior. Journal of Applied Social
Psychology, 32, 665-683
[6] Ajzen, I. (2005). Attitudes, Personality, and Behavior (2nd ed.).
Maidenhead, UK: Open University Press.
[7] Ajzen, I. (2005). Laws of Human Behavior: Symmetry, Compatibility,
and Attitude- Behavior Correspondence. In A. Beauducel, B. Biehl, M.
Bosniak, W. Conrad, G. Schönberger, & D. Wagener
(Eds.), Multivariate research strategies (pp. 3-19). Aachen, Germany:
Shaker Verlag.
[8] Ajzen, I. (2005). Attitudes, Personality, and Behavior (2nd. Edition).
Milton-Keynes, England: Open University Press / McGraw-Hill.
[9] Ajzen, I. (2008). Consumer Attitudes and Behavior. In C. P. Haugtvedt,
P. M. Herr & F. R. Cardes (Eds.), Handbook of Consumer
Psychology (pp. 525- 548). New York: Lawrence Erlbaum Associates.
[10] Ajzen, I. (2011). The Theory of Planned Behaviour: Reactions and
Reflections. Psychology & Health, 26(9), 1113-1127.
[11] Ajzen, I. (2012). The Theory of Planned Behavior. In P. A. M. Lange, A.
W. Kruglanski & E. T. Higgins (Eds.), Handbook of Theories of Social
Psychology (Vol. 1, pp. 438-459). London, UK: Sage.
[12] Ajzen, I., & Driver, B.L. (1992). Application of the Theory of Planned
Behavior to Leisure Choice. Journal of Leisure Research, 24 (3), pp.
207–224
[13] Ajzen, I., & Fishbein, M. (1980). Understanding Attitude and Predicting
Social Behavior. Englewood Cliffs, NJ: Prentice-Hall, Inc.
[14] Ajzen, I., & Madden, T. (1986). Prediction of Goal-Directed Behavior:
Attitude, Intentions, and Perceived Behavioral Control. Journal of
Experimental Social Psychology, 22, 453–474.
[15] Ajzen, I., 2009. A Theory of Planned Behavior. Retrieved from
http://people. umass.edu/aizen/tpb.html
[16] Albarracín, D., Fishbein, M., Johnson, B. T., & Muellerleile, P. A.
(2001). Theories of Reasoned Action and Planned Behavior as Models
of Condom Use: A Meta-Analysis. Psychological Bulletin, 127(1), 142-
161
[17] Albayrak, T., Aksoy, S., & Caber, M. (2013). The Effect of
Environmental Concern and Scepticism on Green Purchase
Behaviour. Marketing Intelligence & Planning, 31(1), 27-39.
[18] Al-Gahtani, S. S., Hubona, G. S., & Wang, J. (2007). Information
Technology (IT) in Saudi Arabia: Culture and the Acceptance and Use
of IT. Information and Management, 44(8), 681-691.
[19] Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation
Modeling in Practice: A Review and Recommended Two-Step Approach.
Psychological Bulletin, 103(3), 411–423.
[20] Armitage, C. J., & Conner, M., (1999). The Theory of Planned
Behaviour: Assessment of Predictive Validity and Perceived Control.
British Journal of Social Psychology 38, 35–54.
[21] Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned
Behaviour: A Meta-Analytic Review. British Journal of Social
Psychology, 40(4), 471-499.
[22] Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki,
L., & Shepherd, R. (2008). Predicting Intentions to Purchase Organic
food: The Role of Affective and Moral Attitudes in the Theory of Planned
Behaviour. Appetite, 50(2-3), 443-454.
[23] Bagozzi, R. P., & Lee, K. H. (1999). Consumer Resistance to, and
Acceptance of Innovations. Advances in Consumer Research Volume
26, pp. 218-225
[24] Bagozzi, R. P., & Yi, Y. (1988). On the Evaluation of Structural
Equation Models. Journal of the Academy of Marketing Science, 16,
74–94.
[25] Baker, E. W., Al-Gahtani, S. S., & Hubona, G. S. (2007). The Effects of
Gender and Age on New Technology Implementation in a Developing
Country: Testing the Theory of Planned Behavior (TPB). Information
Technology & People, 20(4), 352–375.
[26] Blue, C.L. (1995). The Predictive Capacity of Theory of Reasoned
Action and the Theory of Planned Behaviour in Exercise Research: An
integrated literature review. Research in Nursing & Health, 18, 105–
121.
[27] Botetzagias, I., Dima, A., & Malesios, C. (2015). Extending the Theory
of Planned Behavior in the Context of Recycling: The Role of Moral
Norms and of Demographic Predictors. Resources, Conservation and
Recycling, 95, 58-67.
[28] Cardenas, J. A., Gemoets, L., Ablanedo Rosas, J. H., & Sarfi, R. (2014).
A Literature Survey on Smart Grid Distribution: An Analytical
Approach. Journal of Cleaner Production, 65, 202-216.
[29] Chang, M. K. (1998). Predicting Unethical Behavior: A Comparison of
the Theory of Reasoned Action and Theory of Planned Behavior. Journal
of Business Ethics, 17, 1825–1834.
[30] Cheng, S., Lam, T., & Hsu, C. H. C. (2005). Testing the Sufficiency of
the Theory of Planned Behavior: A Case of Customer Dissatisfaction
Responses in Restaurants. International Journal of Hospitality
Management, 24(4), 475–492.
[31] Cheng, S., Lam, T., & Hsu, C. H. C. (2006). Negative Word-of-Mouth
Communication Intention: An Application of the Theory of Planned
Behavior. Journal of Hospitality & Tourism Research, 30(1), 95–116.
[32] Churchill, G. A. (1979). A Paradigm for Developing Better Measures of
Marketing Constructs. Journal of Marketing Research, 16, 64–73.
[33] Cohen, Joel B., Martin Fishbein and Olli T. Ahtolam, 1972. The Nature
and Uses of Expectancy-Value Models in Consumer Attitude Research.
Journal of Marketing Research, Vol. 9, No. 4, 456-460
[34] Conner, M., & Abraham, C. (2001). Conscientiousness and the Theory
of Planned Behavior: Towards a more Complete Model of the
Antecedents of Intentions and Behavior. Personality and Social
Psychology Bulletin, 27(11), 1547–1561.
[35] Cronbach, L. J. (1951). Coefficient Alpha and the Internal Structure of
tests. Psychometrika, 16, 297–334.
[36] Eagry, A. H., & Chailen, S. (1993). Psychology of Attitudes. Fort Worth,
TX: Harcourt Brace Jovanovich.
[37] East, R. (2000). Complaining as Planned Behavior. Psychology &
Marketing, 17(12), 1077–1095.
[38] East, R., Wright, M., Vanhuele, M., (2008). Consumer Behaviour.
Applications in Marketing. (pp. 127-148) SAGE Publications of London.
[39] Faiers, A., Cook, M., & Neame, C. (2007). Towards a Contemporary
Approach for Understanding Consumer Behaviour in the Context of
Domestic Energy Use. Energy Policy, 35(8), 4381-4390.
[40] Fielding, K. S., McDonald, R., & Louis, W. R. (2008). Theory of
Planned Behaviour, Identity and Intentions to Engage in Environmental
Activism. Journal of Environmental Psychology, 28(4), 318-326.
[41] Fishbein, M. A., & Ajzen, I. (1975). Belief, Attitude, Intention and
Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
[42] Fishbein, M., & Ajzen, I. (2010). Predicting and Changing Behavior:
The Reasoned Action Approach. New York: Psychology Press.
[43] Ford, J. K., MacCallum, R. C., & Tait, M. (1986). The Applications of
Exploratory Factor Analysis in Applied Psychology: A Critical Review
and Analysis. Personnel Psychology, 39, 291–314.
[44] Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation
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@article{"International Journal of Business, Human and Social Sciences:70645", author = "Cecilia Perri and Vincenzo Corvello", title = "Smart Energy Consumers: An Empirical Investigation on the Intention to Adopt Innovative Consumption Behaviour", abstract = "The aim of the present study is to investigate
consumers' determinants of intention toward the adoption of Smart
Grid solutions and technologies. Ajzen's Theory of Planned
Behaviour (TPB) model is applied and tested to explain the formation
of such adoption intention. An exogenous variable, taking into
account the resistance to change of individuals, was added to the
basic model. The elicitation study allowed obtaining salient modal
beliefs, which were used, with the support of literature, to design the
questionnaire. After the screening phase, data collected from the
main survey were analysed for evaluating measurement model's
reliability and validity. Consistent with the theory, the results of
structural equation analysis revealed that attitude, subjective norm,
and perceived behavioural control positively, which affected the
adoption intention. Specifically, the variable with the highest estimate
loading factor was found to be the perceived behavioural control,
and, the most important belief related to each construct was
determined (e.g., energy saving was observed to be the most
significant belief linked with attitude). Further investigation indicated
that the added exogenous variable has a negative influence on
intention; this finding confirmed partially the hypothesis, since this
influence was indirect: such relationship was mediated by attitude.
Implications and suggestions for future research are discussed.", keywords = "Adoption of innovation, consumers behaviour,
energy management, smart grid, theory of planned behaviour.", volume = "9", number = "9", pages = "3030-13", }
