Consumer awareness in the adoption of microgeneration technologies An empirical investigation in the Republic of Ireland

摘要: Despite major policy and marketing efforts, the uptake of microgeneration technologies in most European countries remains low. Whereas academic studies reports aim to identify underlying reasons why people buy these new technologies, they often fail assess general level consumer awareness. The process adopting an innovation, however, shows that awareness is a prerequisite which needs be understood before adoption can addressed. This paper takes closer look at presents results from nationally representative study conducted Republic Ireland. Findings logistic regressions clearly indicate varies significantly between individual customer segments. concludes with implications for makers marketers aiming promote markets.