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The Role of Perceived Value in Renewable Energy Adoption: A Study of Rural Entrepreneurs in Bangladesh

Author

Listed:
  • Mohammad Rashed Hasan Polas

    (Strategic Research Institute (SRI) Asia Pacific University of Technology and Innovation (APU), Technology Park Malaysia, Malaysia)

  • Ahmed Imran Kabir

    (School of Business and Economics United International University, Dhaka, Bangladesh)

  • Abu Saleh Md. Sohel-Uz-Zaman

    (School of Business and Economics United International University, Dhaka, Bangladesh)

  • Ridoan Karim

    (Department of Business Law & Taxation School of Business, Monash University, Jalan Lagoon Selatan, Selangor Darul Ehsan, Malaysia)

Abstract

[Purpose] This study investigates the determinants of rural entrepreneurs’ intention to adopt renewable energy technologies (RET) in Bangladesh and examines whether environmental awareness strengthens these relationships. [Design/methodology/approach] Using a positivist, hypothetical-deductive design, survey data were collected from 388 rural SME entrepreneurs in the Dhaka division (Manikganj, Dhamrai, and peripheral rural zones of Gazipur). The research model integrates Technology Acceptance Model (TAM) constructs (perceived usefulness; perceived ease of use) and Diffusion of Innovation (DOI) logic (relative advantage). The proposed relationships were estimated using PLS-SEM with bootstrapping in SmartPLS 4.0, alongside diagnostic checks for measurement quality and potential method bias. [Findings] Perceived usefulness and perceived ease of use positively predict intention to adopt RET, while the direct effect of relative advantage is not statistically significant. Environmental awareness significantly mediates the effects of relative advantage, perceived usefulness, and perceived ease of use on adoption intention. [Originality/value] This study advances RET adoption research by focusing specifically on rural SME entrepreneurs in Bangladesh and by explaining how environmental awareness translates perceived benefits (usefulness, ease, and advantage) into adoption intention in a resource-constrained rural context. [Implications] Policy interventions should combine usability-focused support (training, technical guidance) with targeted environmental awareness programs and financing mechanisms (subsidies/low-interest credit) to accelerate RET adoption among rural SMEs.

Suggested Citation

  • Mohammad Rashed Hasan Polas & Ahmed Imran Kabir & Abu Saleh Md. Sohel-Uz-Zaman & Ridoan Karim, 2026. "The Role of Perceived Value in Renewable Energy Adoption: A Study of Rural Entrepreneurs in Bangladesh," Advances in Decision Sciences, Asia University, Taiwan, vol. 30(1), pages 297-335, March.
    • Handle: RePEc:aag:wpaper:v:30:y:2026:i:1:p:297-335
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    Keywords

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    JEL classification:

    • Q42 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Alternative Energy Sources
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods

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