This paper explores the major factors impacting upon the ecological adoption of solar water heaters in Mauritius. The paper applies data reduction technique by using exploratory factor analysis on a sample of 228 respondents and condenses a set of 32 attributes into a list of 8 comprehensible factors impacting upon the sustained adoption of solar water heater in Mauritius. Multiple regression analysis was also conducted to investigate upon the most predictive factor influencing the adoption of solar water heaters in Mauritius. The empirical estimates of the regression analysis have also depicted that the most determining factor pertaining to the ‘government incentives for solar water heaters’ impacts upon the adoption of solar water heaters. These results can be related to sustainable adoption of green energy whereby targeted incentive mechanisms can be formulated with the aim to accelerate and cascade solar energy adoption in emerging economies. A novel conceptual model was also proposed in this paper, whereby, ecological stakeholders in the sustainable arena could use the model as a reference to pave the way to encourage adoption of solar water heating energy. This research represents a different way of understanding ecological customers by developing an expanding on an original scale development for the survey on the ecological adoption of solar water heaters.
If the inline PDF is not rendering correctly, you can download the PDF file here.
Adams M. and Raisborough J. (2010). Making a difference: ethical consumption and the everyday. The British Journal of Sociology Vol. 61no. 2 pp.256-274.
Ali A. Khan A. Ahmed I. Shahzad W. (2011). Determinants of Pakistani Consumers’ Green Purchase Behavior: Some Insights from a Developing Country. International Journal of Business and Social Science Vol 2 no. 3 pp. 217-226.
Anic I.D. S. Radras. (2006). ‘The Impact of Situational Factors on Purchasing Outcomes in the Croatian Hypermarket Retailer’ Ekonomski Pregled Vol 57 no. 11 pp. 730-752.
Arvola A. Vassallo M. Dean M. Lampila P. Saba A. Lähteenmäki L. Shepherd R. (2008). Predicting intentions to purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite Vol 50 no. 2-3 pp.443-454. January available online at: http://www.joe.org/joe/2007february/tt2.
Bang H. Ellinger A. Hadjimarcou J. Traichal P. (2000). Consumer concern knowledge belief and attitude toward renewable energy: An application of the reasoned action theory. Psychology and Marketing Vol 17 no. 6 pp.449-468.
Baquer S. (2012). True Green Consumers: An Investigation of Consumers’ Genuine Willingness to Share Environmental Responsibility. Global Journal of Business Research Vol 6 no. 3 pp. 37-48.
Beckford C. Jacobs C. Williams N. Nahdee R. (2010). Aboriginal Environmental Wisdom Stewardship and Sustainability: Lessons from the Walpole Island First Nations Ontario Canada. The journal of environmental education Vol 41 no. 4 pp. 239-248.
Berr (2008). Microgeneration Strategy. London: UK Department for Business Enterprise & Regulatory Reform.
Budget Speech. (2008-09). Building an Attractive Modern Inclusive Green open. Mauritius.
Chan R.Y.K. Lau L.B.Y. (2000) “Antecedents of green purchases: a survey in China” Journal of Consumer Marketing Vol. 17 no. 4 pp. 338-57.
Chang C. (2008). Ad framing effects for consumption products: An affect priming process. Psychology & Marketing Vol 25 no. 1 pp. 24-46.
Chen T. and Chai L. (2010). Attitude towards the environment and green products: Consumers’ perspective. Management Science and Engineering Vol 4 no. 2 pp. 27-39.
Cherian J. Jacob J. (2012). Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products. Asian Social Science Vol 8 no. 12 pp. 117-126.
Churchill G. A. (1995). Marketing research: methodological foundations. 6th ed. South-Western/Thomson Learning: Mason.
Clevel M. Kalamas M. Laroche M. (2005). Shades of green: linking environmental locus of control and pro-environmental behaviors. Journal of Consumer Marketing Vol 22 no. 4 pp. 198-212.
Cleveland M. Kalamas M. Laroche M. (2005) “Shades of green: linking environmental locus of control and pro-environmental behaviours” Journal of Consumer Marketing Vol. 22 no. 4 pp. 198-212.
Cornelissen G. Pandelaere M. Warlop L. Dewitte S. (2008). Positive cueing: Promoting sustainable consumer behaviour by cueing common environmental behaviours as environmental. International Journal of Research in Marketing Vol 25 pp. 46-54.
D’souza C. Taghian M. (2005). Green Advertising Effects on Attitude and Choice of Advertising Themes. Asia Pacific Journal of Marketing and Logistics Vol 17 no. 3 pp. 51-66.
D’souza C. Taghian M. Lamb P. Peretiatko R. (2007). Green decisions: demographics and consumer understanding of environmental labels. International Journal of Consumer Studies Vol 31 no. 4 pp. 371-376.
Dagher G. & Itan O. S. (2012). The Influence of Environmental Attitude Environmental Concern and Social Influence on Green Purchasing Behavior. Review of Business Research Vol 12 no. 2 pp. 104-111.
Datta S. (2011). Pro-environmental concern influencing green buying: A study on Indian consumers. International Journal of Business and Management Vol 6 no. 6 pp. 124-133.
Do Paco A. Reis R. (2012). Factors Affecting Skepticism toward Green Advertising. Journal of Advertising Vol 41 no. 4 pp. 147-155.
Do Paco A. Raposo M. Leal Filho W. (2009). Identifying the green consumer: a segmentation study. Journal of targeting measurement and analysis for marketing Vol 17 no. 1 pp. 17-25.
Drozdenko R. Jensen M. & Coelho D. (2011). Pricing of green products: premiums paid consumer characteristics and incentive. International Journal of Business Marketing and Decision Sciences Vol 4 pp. 106-116.
D'souza C. Taghian M. Khosla R. (2007). Examination of environmental beliefs and its impact on the influence of price quality and demographic characteristics with respect to green purchase intention. Journal of Targeting Measurement and Analysis for Marketing Vol 15 no. 2 pp. 69-78.
D'souza C. Taghian M. Lamb P. (2006). An empirical study on the influence of environmental labels on consumers. Corporate Communications: An International Journal 11 (2) pp. 162-173.
D'souza C. Taghian M. Lamb P. Peretiatkos R. (2006). Green products and corporate strategy: an empirical investigation. Society and Business Review Vol 1 no. 2 pp. 144-157.
Durif F. Roy J. Boivin C. (2012). Could Perceive Risks Explain the ‘Green Gap’ in Green Product Consumption? Electronic Green Journal Vol 1 no. 33 pp. 1-15.
EECA. (2002). Review of overseas initiatives that have been taken to increase the uptake of solar water heating. Energy Efficiency and Conservation Authority February.
Ek K. Soderholm P. (2008). Norms and economic motivation in the Swedish green electricity market. Ecological Economics Vol 68 no. 1-2 pp. 169-182.
Flamm B. (2009). The impacts of environmental knowledge and attitudes on vehicle ownership and use. Transportation research part D: transport and environment Vol 14 no. 4 pp. 272-279.
Foroughi A. Sherilou M. Hajmirsadeghi R. (2012). Exploring the role of brand image in explaining consumer shopping behavior of counterfeits. Elixir International Journal Vol 51 pp.1-4.
Fraj E. Martinez E. (2007). Ecological consumer behaviour: an empirical analysis. International Journal of Consumer Studies Vol 31 no. 1 pp. 26-33.
Gan C. Wee H. Ozanne L. Kao T. (2008). Consumers’ purchasing behavior towards green products in New Zealand. 1st ed. [ebook] New Zealand: business perspectives p.10. May Available online http://businessperspectives.org/journals_free/im/2008/im_en_2008_1_Gan.pdf
Gandhi A. Rao M. (2013). Green Marketing: Impact of Green Advertising on Consumer Purchase Intention. Advances in Management. Vol (6) no. 9 pp. 14-17.
Gerpott T. Mahmudova I. (2010). Determinants of green electricity adoption among residential customers in Germany. International Journal of Consumer Studies Vol 34 no. 4 pp. 464-473.
Gleim M. Smith J. Andrews D. Cronin J. (2013). Against the Green: A Multi-method Examination of the Barriers to Green Consumption. Journal of Retailing Vol 89 no. 1 pp.44-61.
Goswami P. (2008) ‘Is the Urban Indian Consumer Ready for Environment-Friendly Apparel?’ International Journal of Green Economics an Inderscience Publication Vol. 2 No. 4 pp 411-426.
Gram-Hanssen K. (2010). Standby consumption in households analyzed with a practice theory approach. Journal of Industrial Ecology Vol 14 no. 1 pp. 150-165.
Griskevicius V. Tybur J. Van Den Bergh B. (2010). Going Green to Be Seen: Status Reputation and Conspicious Conservation. Journal of Personality and Social Psychology Vol 98 no. 3 pp. 392-404.
Grundey D. (2009). Eco-marketing and eco-labelling: does it ensure customer loyalty for eco-products in Lithuania. Transformations in Business & Economics Vol 8 no. 1 pp. 152-179.
Gupta S. Ogden D. (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of Consumer Marketing Vol 26 no. 6 pp.376-391.
Hair J. F. Jr. Anderson R. E. Tatham R. L. Black W. C.(1995) Multivariate Data Analysis 3rd ed Macmillan Publishing Company New York.
Haron S. Paim L. Yahaya N. (2005). Towards sustainable consumption: an examination of environmental knowledge among Malaysians. International Journal of Consumer Studies Vol 29 no. 5 pp. 426-436.
Hartmann P. Ibanez V. (2006). Green value added. Marketing Intelligence & Planning Vol 24 no. 7 pp. 673-680.
Haytko D. Matulich E. (2008). Green advertising and environmentally responsible consumer behaviors: Linkages examined. Journal of Management and Marketing Research Vol 1 pp. 2-11.
Hopkins M. (2009). What the ‘Green’ Consumer Wants. MIT Sloan Management Review Vol 50 no. 4 pp. 87-89.
Juwaheer T. Pudaruth S. & Noyaux M. (2012). Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius. World Journal of Entrepreneurship Management and Sustainable Development Vol 8 no. 1 36 – 59.
Kalamas M. Cleveland M. Laroche M. (2014). Pro-environmental behaviors for thee but not for me: Green giants green Gods and external environmental locus of control. Journal of Business Research Vol 67 no. 2 pp.12-22.
Kang J. Liu C. Kim S. (2013). Environmentally sustainable textile and apparel consumption: the role of consumer knowledge perceived consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies Vol 37 no. 4 pp.442-452.
Kangun L. Carlson L. Grove S. (1991) “Environmental advertising claims: a preliminary investigation” Journal of Public Policy & Marketing (10) (2) pp.47-58.
Kaufmann H. Panni M. Orphanidou Y. (2012). Factors affecting consumers’ green purchasing behavior: An integrated conceptual framework. Amfiteatru Economic Vol 14 no. 31 pp. 50-69.
Kianpour K. Anvari R. Jusoh A. Fauzi Auzi Othman M. (2014). Important motivators for buying green products. IC 10(5).
Kim Y. Choi S. (2005). Antecedents of green purchase behaviour: An examination of collectivism environmental concern and PCE. Advances in Consumer Research Vol 32 no. 1 pp. 592-599.
Krarup S. Russell C. (2005). Environment information and consumer behaviour. [e-book] UK: Edward Elgar Publishing Limited. pp. 1-244.
Lee K. (2008). Opportunities for green marketing: young consumers. Marketing intelligence \& planning Vol 26 no. 6 pp. 573-586.
Lee K. (2009). Gender differences in Hong Kong adolescent consumers' green purchasing behavior. Journal of consumer marketing Vol 26 no. 2 pp. 87-96.
Leire C. Thidell. (2005). Product-related environmental information to guide consumer purchases--a review and analysis of research on perceptions understanding and use among Nordic consumers. Journal of Cleaner Production Vol 13 no. 10-11 pp. 1061-1070.
Loureiro M. Lotade J. (2005). Do fair trade and eco-labels in coffee wake up the consumer conscience? Ecological Economics Vol 53 no. 1 pp. 129-138.
Majlath M. (2010). Can Individuals do anything for the Environment? The Role of Perceived Consumer Effectiveness. Proceedings of FIKUSZ Vol 10 pp 157-166.
Martin B. Simintiras A. (1995) “The impact of green product lines on the environment” Marketing Intelligence & Planning Vol 13 no. 4 pp 16-23.
Masango M. (2008). Making residential solar water heating compulsory. Finweek Vol 1 pp 61-62.
Mei O. Ling K. Piew T. (2012). The Antecedents of Green Purchase Intention among Malaysian Consumers. Asian Social Science Vol 8 no. 13 pp. 248-263.
Milfont T. (2007). Psychology of environmental attitudes: A cross-cultural study of their content and structure. June Available online at: https://www.researchgate.net/publication/37985782_Psychology_of_environmental_attitudes_A_cross-cultural_study_of_their_content_and_structure
Milton S. & Kaufman S. (2005) Solar Water Heating as a Climate Protection Strategy: The Role for Carbon Finance; Green Markets International Inc.;http://www.green-markets.org
Minton E. Kahle L. Kim C. (2015). Religion and motives for sustainable behaviors: A cross-cultural comparison and contrast. Journal of Business Research Vol 68 no. 9 pp.1937-1944.
Moser G. Uzzell D. (2003) Environmental Psychology In: Comprehensive Handbook of Psychology Vol 5: Personality and Social Psychology. Wiley New York pp. 419-445.
Mostafa M. (2007). A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology \& Marketing Vol 24 no. 5 pp. 445-473.
Mostafa M. (2007). Gender differences in Egyptian consumers’ green purchase behavior: the effects of environmental knowledge concern and attitude. International Journal of Consumer Studies Vol 31 no. 3 pp. 220-229.
Mourali M. Laroche M. Pons F. (2005). Individualistic orientation and consumer susceptibility to interpersonal influence. Journal of Services Marketing Vol 19 no. 3 pp. 164-173.
Nicholls A Lee N. (2006). “Purchase Decision-Making in Fair Trade and The Ethical Purchase Gap: Is There a Fair Trade Twix?” Journal of Strategic Marketing Vol. 14 no. 4 pp. 369–386.
Nimse P. Vijayan A. Kumar A. Varadarajan C. (2007) “A review of green product databases” American Institute of Chemical Engineers Vol 26 no. 2 131-7.
Nittala R. (2014). Green Consumer Behavior of the Educated Segment in India. Journal of International Consumer Marketing Vol 26 no. 2 pp.138-152.
Ottman J. Stafford E. Hartman C. (2006). Avoiding green marketing myopia: ways to improve consumer appeal for environmentally preferable products. Environment: Science and Policy for Sustainable Development Vol 48 no. 5 pp. 22-36.
Ozaki R. (2011). Adopting sustainable innovation: what makes consumers sign up to green electricity? Business Strategy and the Environment Vol 20 no. 1 pp. 1-17.
Pahl S. Harris P. Todd H. Rutter D. (2005). Comparative optimism for environmental risks. Journal of Environmental Psychology Vol 25 no. 1 pp. 1-11.
Pickett-Baker J. Ozaki R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of Consumer Marketing Vol 25 no. 5 pp. 281-293.
Plaza M.P. Linares P. (2007). Strategic decision for green electricity marketing: learning from past experiences. Unpublished research report. Funded by Gamesa Energia. JFK School of Government Harvard.
Pudaruth S. Juwaheer T. Seewoo Y. (2015). Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: a study of female customers. Social Responsibility Journal Vol 11 no. 1 pp.179-198.
Qader I. Zainuddin Y. (2011). The impact of media exposure on intention to purchase green electronic products amongst lecturers. International Journal of Business and Management. International Journal of Business and Management Vol 6 no. 3 pp. 240-248.
Rahbar E. Wahid N. (2010). Ethno-cultural differences and consumer understanding of eco-labels: an empirical study in Malaysia. Journal of Sustainable Development Vol 3 no. 3 pp. 255-262.
Rahbar E. Wahid N. (2010). The Malaysian Consumer and the Environment: Purchase Behavior. Global Business and Management Research: An International Journal Vol 2 no. 4 pp. 323-336.
Rahbar E. Wahid N. A. (2011). Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series Vol 12 no. 2 73-83.
Ramayah T. Rahbar E. (2013). Greening the environment through recycling: an empirical study. Management of Env Quality Vol 24 no. 6 pp.782-801.
Rashid N. (2009). Eco-labelling perspectives amongst Malaysian consumers. Canadian Social Science Vol 5 no. 2 pp. 1-10.
Rezai G. Teng P. Mohamed Z. Shamsudin M. (2013). Going Green: Survey of Perceptions and Intentions among Malaysian Consumers. International Business and Management Vol 6 no. 1 pp. 104-112.
Roche C. Manget J. Munnich F. (2009). Capturing the Green Advantage for Consumer Companies. Boston Consulting Group. October Available at :http://www.businessinsociety.eu/resources/3208
Schlegelmilch B. Bohlen G. Diamantopoulos A. (1996) “The link between green purchasing decisions and measures of environmental consciousness” European Journal of Marketing Vol 30 no. 5 pp 35-55.
Serralvo F. Sastre P. Joao B. (2010). Reference group on consumer Decision making process: A study in the Brazilian Sports Utilitarian Vehicles Segment. Journal of the Academy of Business & Economics. Vol 10 no. 2 pp 157-161.
Sharma P. D. 2009. Solar power – Sustainable green energy to protect our economy and environment. March available online at: http://saferenvironment.wordpress.com/2009/02/02/solar-power-%E2%80%93-sustainable-green-energy-to-protect-our-economy-and-environment/
Sinnappan P. Rahman A. (2011). Antecedents of green purchasing behavior among Malaysian consumers. International Business Management Vol 5 no. 3 pp. 129-139
Smith S. Paladino A. (2010). Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal (AMJ) Vol 18no. 2 pp.93-104.
Tan B. (2011). The roles of knowledge threat and PCE on green purchase behaviour. International Journal of Business and Management Vol 6 no. 12 pp. 14-27.
Tanner C. Wolfing Kast S. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology \& Marketing Vol 20 no. 10 pp. 883-902.
Tarkiainen A. Sundqvist S. (2005). Subjective norms attitudes and intentions of Finnish consumers in buying organic food. British Food Journal Vol 107 no. 11 pp.808-822.
Thogersen J. (2006). Media attention and the market for ‘green’ consumer products. Business Strategy and the Environment Vol 15 no. 3 pp. 145-156.
Tilikidou I. (2007). The Effects of Knowledge and Attitudes upon Greeks’ Pro-environmental Purchasing Behaviour. Corporate Social Responsibility and Environmental Management Vol 14 no. 3 pp. 121-134.
Todd A.M. (2004). The aesthetic turn in green marketing. Ethics & the Environment Vol 9 no. 2 pp 86-102.
Tsen C. Phang G. Hasan H. Buncha M. (2006). Going green: A study of consumers' willingness to pay for green products in Kota Kinabalu. International Journal of Business and Society Vol 7 no. 2 pp. 40-54.
Tu J. Kao T. Tu Y. (2013). Influences of framing effect and green message on advertising effect. Social Behavior and Personality: an international journal Vol 41 no. 7 pp. 1083-1098.
Unruth G. (2011). No Consumers Will Not Pay More for Green. [online] October available online at: http://www.forbes.com/sites/csr/2011/07/28/no-consumers-will-not-pay-morefor-green/
Verhoef P. (2005). Explaining purchases of organic meat by Dutch consumers. European Review of Agricultural Economics Vol 32 no. 2 pp. 245-267.
Vermeir I. Verbeke W. (2006). Sustainable food consumption: exploring the consumer “attitude-behavioral intention” gap. Journal of Agricultural and Environmental Ethics Vol 19 no. 2 pp. 169-194.
Walsh G. Mitchell V. Jackson P. Beatty S. (2009). Examining the antecedents and consequences of corporate reputation: a customer perspective. British Journal of Management Vol 20 no. 2 pp. 187-203.
Webb D. Mohr L. Harris K. (2008). A re-examination of socially responsible consumption and its measurement. Journal of Business Research Vol 61 no. 2 pp. 91-98.
Wiser R. (2007). Using contingent valuation to explore willingness to pay for renewable energy: a comparison of collective and voluntary payment vehicles. Ecological economics Vol 62 no. (3-4) pp. 419-432.
Wolsink M. (2007). Wind power implementation: The nature of public attitudes: Equity and fairness instead of ‘backyard motives’. Renewable and Sustainable Energy Reviews Vol 11 no. 6 pp.1188-1207.
Wong W. and MO H. (2013). Purchase Behaviour related to recycled product in China. Review of Business Research Vol 13 no. 2 pp 125-131.
Yoo S. Kwak S. (2009). Willingness to pay for green electricity in Korea: A contingent valuation study. Energy Policy Vol 37 no. 12 pp. 5408–5416.
Young W. Hwang K. Mcdonald S. Oates C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development Vol 18 no. 1 pp 20-31.
Zaiem I. (2005). Le comportement écologique du consommateur: Modélisation des relations et déterminants. La Revue des Sciences de Gestion: Direction et Gestion Vol 40 no. (214-215) pp. 75-88.
Zhu B. (2012). The Impact of Green Advertising on Consumer Purchase Intention of Green Products. SSRN Electronic Journal. Available online at: http://papers.ssrn.com/