Title
The Role of Perceived Value in Renewable Energy Adoption: A Study of Rural Entrepreneurs in Bangladesh
Authors
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.
Keywords
rural entrepreneurs, renewable energy technologies, environmental sustainability, environmental awareness, Smart PLS 4.0
Classification-JEL
Q42, Q55, Q56, L26, O33, C83
Pages
297-335
How to Cite
Polas, M. R. H., Kabir, A. I., Sohel-Uz-Zaman, A. S. M., & Karim, R. (2026). The Role of Perceived Value in Renewable Energy Adoption: A Study of Rural Entrepreneurs in Bangladesh. Advances in Decision Sciences, 30(1), 297-335.