Resumo

We decided to study the diffusion of solar energy, an environmental technology, focusing on the end consumer in a developing country, Brazil. In terms of a sustainable energy matrix, Brazil has stood out, as it has one of the least carbon-intensive energy sectors in the world (IEA, 2023). And solar energy is on the rise, accounting for 17% of its energy generation, resulting, since 2012, in a benefit of more than 45 million tons of Co2 avoided (Absolar, 2024).

This raises the question: how do the personal cognitive aspects of innovation diffusion and the moral altruistic aspects of Norm Activation influence consumers' intention to use solar energy? Its objective is to investigate the influence of personal cognitive aspects (Diffusion of Innovation theory) and altruistic morals (Norm Activation theory) on consumers' intention to use solar energy.

To theoretically and experimentally analyze the diffusion of technologies and innovations, two theories will be used. Rogers' Diffusion of Innovation Theory (TDI) contains five characteristics of innovation perceived by individuals: relative advantage, compatibility, complexity, testability and observability (Rogers, 2003). Schwartz's Norm Activation Theory (NAT) contains three constructs: ascription of responsibility (AR) and awareness of consequences (AC) (Schwartz, 1977).

Structural Equation Modeling (SEM) was then used to test the hypotheses Confirmatory Factor Analysis (CFA) was also carried out to check the reliability and validity of the constructs included in the measurement model. Next, to test the adequacy of the structural model, the fit indices were checked. Next, the measurement model was analyzed and checked using the average variance extracted (AVE). Finally, a multi-group analysis was carried out to check whether the structural relationships of the model differed according to income.

The overall results confirm that the intention to use solar energy can be predicted by Rogers' diffusion of innovation theory (2003) and Schwartz's Norm Activation theory (1977). Thus, this research demonstrates that potential consumers of solar energy can be influenced by both cognitive and moral altruistic aspects. The integration of theories demonstrates how the mediation of elements such as relative advantage and compatibility enable the consumer to overcome barriers that may impede the intention to use solar energy.

Rational decisions, such as: relative advantage and compatibility influence the intention to use solar energy. Furthermore, altruistic moral decisions such as awareness of consequences and assigned responsibility influence feelings of obligation related to solar energy. The existence of an encouraging belief of benefits may be able to resolve barriers and this may reflect a positive effect on the intention to use solar energy. The presence of compatibility minimizes barriers that could be perceived by the consumer, which could potentially neutralize the feeling of obligation.

Rogers, E. M. (2003). Diffusion of Innovations, 5th ed. Free Press, New York. Sampieri, R. H., Collado, C. F., & Lucio, P. B. (2006). Metodologia de pesquisa. In Metodologia de pesquisa (pp. xxiv-583). Schwartz, S. H. (1977). Normative influences on altruism. In Advances in experimental social psychology (Vol. 10, pp. 221-279). Academic Press. Doi:https://doi.org/10.1016/S0065-2601(08)60358-5