Abstract
Globally, the narrative supporting the adoption of and use of green energy alternatives as a means of curbing environmental problems caused by climate change has become popular. Henceforth the current study explored the factors that influence the adoption and diffusion of green energy alternatives in urban residential Zimbabwe.
Specifically, the study’s objectives were to determine the factors that influence the adoption of green energy sources; to determine the current levels of green energy adoption in Zimbabwe, and to establish the determinants of the adoption, and diffusion of green energy as an alternative energy source.
The study pursued a quantitative research approach using survey method. Data was gathered by means of questionnaire from 86 participants drawn from managerial employees of ZERA, ZESA and Zimbabwe Ministry of Energy and Power Development. Descriptive and Inferential Statistics were used to analyse data. Hypothesis was tested using multiple regression analysis. The study findings revealed that availability of resources and technical know how have a positive effect on the diffusion of green energy as an alternative source of energy and the numerous governmental initiatives being proposed stimulate the adoption of green energy alternatives in metropolitan areas.
It outlines the impact of consumer perception as key in the adoption of renewable energy. Perceived usefulness of renewable energy sources was established as a key factor that influence the adoption of green energy sources. The study concludes with recommendations to be adopted and influence the adoption of Green Energy
Technology in Zimbabwe.
Keywords: Adoption, Diffusion, Perceived Usefulness, Green Energy, Zimbabwe.