Banca de DEFESA: VINÍCIUS AZEVEDO BARBOSA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE: VINÍCIUS AZEVEDO BARBOSA
DATA : 07/02/2025
HORA: 14:00
LOCAL: Google meet - meet.google.com/pfi-ijwi-uoe
TÍTULO:

Sustainable Choices: How heuristics influence attitude and adoption intention toward solar energy

PALAVRAS-CHAVES:

Solar energy adoption, Heuristics, Theory of planned behavior, energy transition.

PÁGINAS: 110
RESUMO:

The adoption of solar energy transcends financial considerations, reflecting complex psychological processes that influence consumer attitudes and behaviors. This study examines how cognitive heuristics—availability, representativeness, and anchoring—interact with the Theory of Planned Behavior (TPB) to shape solar energy adoption in urban households in northeastern Brazil. Using data from 380 respondents, analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), the research identifies the availability heuristic as
the most influential predictor of attitude, emphasizing the impact of vivid, relatable information. Anchoring, while secondary, highlights how initial perceptions of cost shape subsequent decisions. In contrast, representativeness exhibited no significant effect, challenging assumptions about the role of stereotypes in consumer behavior.
The findings highlight the necessity of tailored communication strategies that leverage relatable narratives and address cognitive biases to bridge gaps in consumer perception. By focusing on these psychological dimensions, this research provides actionable insights for policymakers and marketers aiming to enhance solar adoption rates. The study contributes to the global discourse on renewable energy by offering a nuanced understanding of decision-making processes, particularly in the context of emerging economies. Aligning with the United Nations Sustainable Development Goals (SDGs), this work underscores the importance of psychological factors in driving the transition to sustainable energy systems.

MEMBROS DA BANCA:
Externa à Instituição - MING YI WU
Interna - 1670188 - CRISTIANE SALOME RIBEIRO COSTA
Presidente - 1639834 - MARCONI FREITAS DA COSTA