Acceptation of a Demand-response Enabling Technology for using Electricity at Home upon a Simulated Marketing Campaign - Role of Sociodemographic Variables and Prior Energy Behaviors, in Tandem with Expectations and Attitudes Formed to the Message Target

Maria São João Breda; Marta Lopes

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Paper

Acceptation of a Demand-response Enabling Technology for using Electricity at Home upon a Simulated Marketing Campaign - Role of Sociodemographic Variables and Prior Energy Behaviors, in Tandem with Expectations and Attitudes Formed to the Message Target

Topics: Mechanisms for Motivating Behaviour Change

In Proceedings of the 3rd International Conference on Smart Grids and Green IT Systems SMARTGREENS - Volume 1, 296-304, 2014 , Barcelona, Spain

Authors: Maria São João Breda ¹ and Marta Lopes ²

Affiliations: ¹ Faculty of Psychology and Educational Sciences and University of Coimbra, Portugal ; ² ESAC - Polytechnic Institute of Coimbra and INESC Coimbra, Portugal

Keyword(s): Technology-acceptation, Attitudes to Technology, Socio-demographic Factors, Energy Behaviors.

Related Ontology Subjects/Areas/Topics: Energy and Economy ; Mechanisms for Motivating Behaviour Change ; Smart Cities

Abstract: The present work addresses the usefulness of IT acceptance frameworks for studying consumers’ adoption intentions upon learning of a new technology described as affording demand-response and energy conservation at home. A survey study was conceived which relied on the exposure of respondents to a marketing campaign for this technology. In preceding steps Theory of Planned Behavior and Technology Acceptance Unified Theory were applied to adequately model and test predictive relations upon intention to adopt that technology and upon expectation of remaining with known methods that compete with the technology, with a Partial Least Squares structural modeling approach. Results suggest that the frameworks are useful for predicting intention to adopt this type of technology. Especially important predictors were Effort Expectancy, Social Factors and Positive Attitudes. Given validation of the nomological network, the goal is to comprehensively integrate differences in adoption across socio- demographic strata and tied to consumers’ energy behaviors with the structural network linking IT predictors to dependents. (More)

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Paper citation in several formats:

Breda, M. and Lopes, M. (2014). Acceptation of a Demand-response Enabling Technology for using Electricity at Home upon a Simulated Marketing Campaign - Role of Sociodemographic Variables and Prior Energy Behaviors, in Tandem with Expectations and Attitudes Formed to the Message Target . In Proceedings of the 3rd International Conference on Smart Grids and Green IT Systems - SMARTGREENS; ISBN 978-989-758-025-3; ISSN 2184-4968, SciTePress, pages 296-304. DOI: 10.5220/0004941902960304

@conference{smartgreens14,
author={Maria São João Breda. and Marta Lopes.},
title={Acceptation of a Demand-response Enabling Technology for using Electricity at Home upon a Simulated Marketing Campaign - Role of Sociodemographic Variables and Prior Energy Behaviors, in Tandem with Expectations and Attitudes Formed to the Message Target },
booktitle={Proceedings of the 3rd International Conference on Smart Grids and Green IT Systems - SMARTGREENS},
year={2014},
pages={296-304},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004941902960304},
isbn={978-989-758-025-3},
issn={2184-4968},
}

TY - CONF

JO - Proceedings of the 3rd International Conference on Smart Grids and Green IT Systems - SMARTGREENS
TI - Acceptation of a Demand-response Enabling Technology for using Electricity at Home upon a Simulated Marketing Campaign - Role of Sociodemographic Variables and Prior Energy Behaviors, in Tandem with Expectations and Attitudes Formed to the Message Target
SN - 978-989-758-025-3
IS - 2184-4968
AU - Breda, M.
AU - Lopes, M.
PY - 2014
SP - 296
EP - 304
DO - 10.5220/0004941902960304
PB - SciTePress