When attempting to measure the WTP a premium for green electricity, the model for the ‘theory of planned behaviour’ requires additional input from other related subjects. Previous WTP studies found that the technology used to generate green electricity and the knowledge/awareness of the technology have an influence on the WTP. This is supported by Zografakis et al. (2010:1 089), Nomura and Akai (2004:458), Scarpa and Willis (2010:129) as well as Yoo and Kwak (2009:5 409). For this reason, the exploratory model includes the technology acceptance model as it influences the overall attitude towards behaviour latent variable.
Teo (2010:260) concluded from the results of his study that behavioural intention to use technology was indirectly predicted by facilitating conditions and mediated by attitude towards usage, as described in Figure 4.16. Teo (2010) used the causal relationships between perceived usefulness,
perceived ease of use, attitude towards technology use and behavioural intention to use technology based on the technology acceptance model documented by Davis (1989:322) to create his model. This theoretical framework was incorporated into the exploratory model as indicated in Figure 6.10.
Figure 6.10: Intention to use technology structure in the exploratory model
The technology acceptance model is among the few models to include psychological factors that affect technology acceptance. Perceived behavioural control refers to the extent to which people perceive the performance of a specified behaviour to be easy or difficult. This behaviour is associated with the beliefs about the presence of control factors that may facilitate or hinder the performance of the behaviour (Ajzen, 2002:668). From the literature, various studies have applied the technology acceptance model to study issues involving pre-service teachers as used by Teo (2010:261). The questions used by Teo (2010:261) were adapted from various sources as indicated in Table 6.9. The questions for this study were formed by utilising the principles of Ajzen (2002) and the questionnaire used by Teo (2010).
Table 6.9: Technology acceptance model questions
Construct Item Questions
Attitudes towards usage (adapted from Compeau and Higgins, 1995)
ATU1 ATU2 ATU3 ATU4
Computers make work more interesting Working with computers is fun
I like using the computer
I look forward to those aspects of my job that require me to use computers
Perceived usefulness (adapted from Davis, 1989)
PU1 PU2 PU3
Using computers will improve my work
Using computers will enhance my effectiveness Using computers will increase my productivity Perceived ease of use
(adapted from Davis, 1989)
PEU1
PEU2 PEU3
My interaction with computers is clear and understandable I find it easy to get computers to do what I want it to do I find computers easy to use
Facilitating conditions (Thompson et al., 1991) FC1 FC2 FC3
When I need help to use the computer, guidance is available to me
When I need help to use the computer, specialised instruction is available to help me
When I need help to use the computer, a specific person is available to provide assistance
Subjective norm
(adapted from Ajzen, 1991; Davis et al., 1989)
SN1
SN2
People whose opinions I value will encourage me to use computers
People who are important to me will support me to use computers
Behavioral intention to use (Davis et al. 1989)
BIU1 BIU2
I will use computers in future I plan to use the computer often
Source: Teo, 2010:261.
To relate the questions of this research to the technology model, these questions were adapted by ensuring the questions measure the extent to which the respondents perceive their ability to understand and procure green electricity to be easy or difficult. This behaviour was associated with the respondents’ belief that they had control over facilitating or hindering their ability to procure green electricity. This is consistent with the theory of Ajzen (2002) and Teo (2010) and is displayed in Table 6.10. Reverse-worded questions were incorporated to test for consistency.
Table 6.10: Technology acceptance model questions adopted for green electricity Questions from Teo (2010: 261) Item Questions adopted for WTP #
Computers make work more interesting Working with computers is fun
I like using the computer
I look forward to those aspects of my job that require me to use computers
ATU1 ATU2 ATU3
ATU4
Green electricity is an interesting subject Reading about green electricity is uninteresting I support the use of green electricity
Using green electricity is not going to make a difference
26 24 36
53 Using computers will improve my work
Using computers will enhance my effectiveness
Using computers will increase my productivity
PU1
PU2
PU3
Using green electricity will improve my life Using green electricity will enhance my environment
Using green electricity will increase my quality of life
54
17
38 My interaction with computers is clear
and understandable
I find it easy to get computers to do what I want it to do
I find computers easy to use
PEU1
PEU2 PEU3
My knowledge and understanding of green electricity is good
I believe it is easy to convert to green electricity I find green electricity difficult to procure
55 22 46
When I need help to use the computer, guidance is available to me
When I need help to use the computer, specialised instruction is available to help me
When I need help to use the computer, a specific person is available to provide assistance
FC1
FC2
FC3
When I need help to learn more about green electricity, guidance is available to me Specialised support is available to advise me when I need help choosing between green electricity-generating technologies
Specialised support is available to help me when I need help implementing a green electricity procurement strategy
56
28
31 People whose opinions I value will
encourage me to use computers People who are important to me will support me to use computers
SN1
SN2
SN3
People whose opinions I value will encourage me to purchase green electricity
It is expected of me to support the purchase of green electricity
I feel under social pressure to purchase green electricity
57
33
49 I will use computers in future
I plan to use the computer often
BIU1
BIU2
I am willing to pay a premium for green electricity in future
I expect to pay a premium for green electricity 58 41
Question SN3 was added to the initial theoretical exploratory model relating to SN. This question was added because of Ajzen’s (1991:181) statement that human behaviour is guided by beliefs about the normative expectations of others, resulting in perceived social pressure or subjective norm considerations about the normative expectations of others. This question was removed during the refinement process to update the theoretical model to the exploratory model in order to remain with the original two questions used in the questionnaire from Teo (2010:261).
It is essential to establish the reliability and validity of the questions. The content validity of the questions was insured by confirming the questions were compiled based on comprehensive theory.
The questions were further verified by statistically analysing the reliability and validity of the results as part of the model refinement utilising Cronbach alpha as indicated in Appendix D as well as the evaluation below. Further analysis was completed on the data from the questionnaires in order to verify that the results are reflective of the related literature.
Teo (2010:258) concluded that behavioural intention to use (BIU) was predicted by attitude towards usage (ATU), perceived usefulness (PU), perceived ease of use (PEU), subjective norm (SN), and facilitating conditions (FC).
The results from this study indicate a lower BIU than ATU and PU (See Table 6.11 and Table 6.12). This reflects the theory that the electricity consumers support the idea of green electricity, but are reluctant to pay a premium for green electricity. The average score for PEU is low, therefore indicating that most consumers believe it is difficult to purchase green electricity. This proposes that an opportunity exists to increase the behavioural intention to use green electricity in future if it can be made easier to procure green electricity.
The three large sectors, Mining, Industrial and Municipal, have similar average scores for all constructs (BIU, ATU, PU, PEU, SN and FC). Some outliers exist where there were a small number of respondents in a sector, for example, Commercial, Agriculture and Traction/Rail, when compared to the three large sectors. When combining all the small sectors (24 respondents), their average score correlates with the large sectors’ average scores as well as the average score from all the respondents (All sectors).
The same outcome was evident from the results when evaluating the results in relation to the level of electricity consumption. There is a close correlation between the largest 19 (Mega) electricity users and the smallest 17 electricity users.
Q24 and Q53 made use of reverse wording and had slightly lower scores than the average of the other questions measuring ATU. This outcome supports the conclusion by Van Sonderen et al. (2013:5) that the reverse-worded items may contaminate the respondent answers through inattention and confusion. The average scores for the questions related to ATU were Q24 (4.53), Q26 (4.95), Q36 (4.95) and Q53 (4.75). Because the average of question 24 was lower than the other questions, it was removed from the refined exploratory model.
Table 6.11: Intention to use technology analyses per sector
Intention to use technology
Number ATU PU PEU FC SN BIU
Mining 74 4.750 4.545 3.466 4.374 3.428 3.338 Industrial 46 4.804 4.507 3.420 4.130 3.377 3.522 Municipal 53 4.887 4.547 3.472 3.906 3.704 3.604 Commercial 2 5.125 5.167 3.667 3.333 4.000 4.000 Agriculture 2 4.125 4.667 3.667 3.833 3.833 3.250 Traction / Rail 2 3.750 3.333 3.667 3.000 2.667 3.000 Bulk Distributors 7 5.214 4.619 3.762 3.048 3.524 3.357 Other 11 4.614 4.576 3.515 4.242 3.515 3.682 Average 4.659 4.495 3.579 3.733 3.506 3.469 Total 197 All sectors 4.796 4.536 3.476 4.107 3.501 3.475 All Other 24 4.719 4.542 3.625 3.681 3.514 3.521
Table 6.12: Intention to use technology analyses per level of electricity consumption Intention to use technology
Number ATU PU PEU FC SN BIU
Up to 100k 17 4.882 4.804 3.745 3.882 3.765 3.912 >100k-300k 31 4.702 4.602 3.538 3.989 3.333 3.452 >300k to 600k 25 4.670 4.293 3.253 3.813 2.987 3.420 >600k to 1000k 20 4.667 4.667 3.433 4.450 3.383 3.175 >1m to 4m 46 4.853 4.674 3.493 4.348 3.688 3.685 >4m to 200m 39 4.833 4.393 3.359 4.077 3.624 3.128 >200m to 500m 11 4.750 4.061 3.515 4.485 3.545 3.818 >500m to 6000m 8 5.188 4.708 3.750 3.333 3.750 3.563 Average 4.818 4.525 3.511 4.047 3.509 3.519 Total 197 All users 4.794 4.536 3.470 4.107 3.501 3.475 Mega users 19 4.934 4.333 3.614 4.000 3.632 3.711
From the results above, it can be concluded that the results are similar when the respondents are measured according to the various sectors as well as for level of electricity consumption. The above evaluation confirms the construct and statistical validity of the questionnaire used to measure the technology model within the exploratory model.