Environmental Relative Advantage and Business Image on Photovoltaic Technology Continuance Adoption Among Micro, Small and Medium Enterprises
Keywords:
business image , photovoltaic technology , MSMEs, environmental relative advantageAbstract
This study aimed to examine the effect of environmental relative advantage and business image on the continuance adoption of photovoltaic technology among micro, small and medium-sized enterprises. The adoption rate of photovoltaic technology among micro, small and medium-sized enterprises in South Africa is comparatively low even though the grid-based energy costs are high. Existing research is yet to address the role of environmental relative advantage and considerations of the business image on the continuance adoption of photovoltaic technology among micro, small and medium-sized enterprises. Using a quantitative approach, this study employed the Partial-Least Squares Structural Equation Modeling to examine the effect of environmental relative advantage and business image on photovoltaic technology continuance adoption among a sample of 350 micro, small and medium-sized enterprises. The results revealed that environmental relative advantage and business image had a statistically positive effect (R2 =0.454) on photovoltaic technology continuance adoption among micro, small and medium-sized enterprises. The significance of this finding is that these businesses notice environmental relative advantage of photovoltaic technology and consider their image hence they continue adopting this technology. This is significant for the entire country as this will contribute to the reduction of carbon emissions and help the country to meet its sustainability goals. The study contributes to literature on photovoltaic technology among micro, small and medium-sized enterprises.
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