Right Information at the Right Time: Time Value of Information Characteristics for Environmental Technology Adoption

30 Pages Posted: 5 Jun 2018

See all articles by Shadi Goodarzi

Shadi Goodarzi

HEC Paris - Operations Management and Information Technology

Andrea Masini

HEC Paris - Operations Management and Information Technology

Sam Aflaki

HEC Paris - Operations Management and Information Technology

Date Written: June 5, 2018

Abstract

We examine empirically how different information types and information channels affect both the intention and the decision to adopt photovoltaic (PV) technology as affected by adoption stage. Analyzing data on a large European utility’s current and potential clients reveals how the effects of various drivers of adoption can change across phases of the adoption process. Our results challenge the common wisdom that information necessarily and homogeneously supports innovation adoption; instead, they strongly support the hypothesis that information types and channels have distinct effects on adoption rates. These results also highlight that, throughout the adoption process, the value of information changes. In addition, we clarify the effects of economic incentives on both the intention to adopt PV technology and actual adoption behavior. Our findings have critical implications for policy makers and for any technology manufacturing company that must optimize its marketing strategy and distribution channels to promote renewable energy systems.

Keywords: innovation adoption; renewable energy; information characteristics; empirical studies

Suggested Citation

Goodarzi, Shadi and Masini, Andrea and Aflaki, Sam, Right Information at the Right Time: Time Value of Information Characteristics for Environmental Technology Adoption (June 5, 2018). HEC Paris Research Paper No. MOSI-2018-1279. Available at SSRN: https://ssrn.com/abstract=3190959 or http://dx.doi.org/10.2139/ssrn.3190959

Shadi Goodarzi (Contact Author)

HEC Paris - Operations Management and Information Technology ( email )

1, rue de la Liberation
Jouy en Josas, 78351
France

Andrea Masini

HEC Paris - Operations Management and Information Technology ( email )

1, rue de la Liberation
Jouy en Josas, 78351
France

Sam Aflaki

HEC Paris - Operations Management and Information Technology ( email )

1, rue de la Liberation
Jouy en Josas, 78351
France

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