The early adoption of green power by Dutch households

The results of this study provide empirical insight into factors influencing the early adoption of green electricity by Dutch residential users. Earlier research revealed that early adoption is closely related to social visibility, which is lacking in the case of green power. This raises the question of which factors influence adoption in the absence of visibility. The contributions of this study are threefold. First, we used a theoretical perspective in which a cognitive approach was combined with an economic approach leading to a more comprehensive framework. Second, the empirical focus on residential users of renewable resources is relatively new. Third, the results of our analyses provide insights into factors influencing early (non-)adoption, knowledge which could be valuable to market actors and governments stimulating the adoption of sustainable consumer products. For our theoretical framework, we distinguished three sets of independent variables: factors related to (1) the technical system, (2) individuals, and (3) economic issues. Data collection took place among households just 1 month before the liberalisation of the Dutch green electricity market, creating a unique database of residential (non-)users. Our results show that the proposed extended model is more powerful than partial models. Moreover, our findings suggest that cognitive and economic intentional variables, as well as variables indicating basic knowledge and actual environmental behaviour in the past, are strong predictors of the probability of adoption. The paper closes with research-based recommendations for practitioners.