Evaluating User Intention for Uptake of Clean Technologies Using the Theory of Planned Behavior

Abstract

Understanding and integrating a user’s decision-making process into design and implementation strategies for clean energy technologies may lead to higher product adoption rates and ultimately increased impacts, particularly for those products that require a change in habit or behavior. To evaluate the key attributes that formulate a user’s decision-making behavior to adopt a new clean technology, this study presents the application of the Theory of Planned Behavior, a method to quantify the main psychological attributes that make up a user’s intention for health and environmental behaviors. This theory was applied to the study of biomass cookstoves. Surveys in two rural communities in Honduras and Uganda were conducted to evaluate households’ intentions regarding adoption of improved biomass cookstoves. Multiple ordered logistic regressions method presented the most statistically significant results for the collected data of the case studies. Baseline results showed users had a significant positive mindset to replace their traditional practices. In Honduras, users valued smoke reduction more than other attributes and in average the odds for a household with slightly higher attitude toward reducing smoke emissions were 2.1 times greater to use a clean technology than someone who did not value smoke reduction as much. In Uganda, less firewood consumption was the most important attribute and on average the odds for households were 1.9 times more to adopt a clean technology to save fuel than someone who did not value fuelwood saving as much. After two months of using a cookstove, in Honduras, households’ perception of the feasibility of replacing traditional stoves, or perceived behavioral control, slightly decreased suggesting that as users became more familiar with the clean technology they perceived less hindrances to change their traditional habits. Information such as this could be utilized for design of the technologies that require user behavior changes to be effective.