Banca de QUALIFICAÇÃO: VINÍCIUS AZEVEDO BARBOSA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
DISCENTE: VINÍCIUS AZEVEDO BARBOSA
DATA : 23/07/2024
LOCAL: Google meet - meet.google.com/ksm-fmdt-fis
TÍTULO:

Sustainable Choices: How Heuristics Influence Attitudes and Intentions Toward Solar Energy

PALAVRAS-CHAVES:

Heuristics, Solar Energy Adoption, Theory of Planned Behavior, Prospect Theory, Cognitive FactorS

PÁGINAS: 83
RESUMO:

The adoption of solar energy in urban households is crucial for mitigating climate change, yet remains underexplored in emerging economies. This study aims to investigate the psychological and cognitive factors influencing solar energy adoption, integrating the Theory of Planned Behavior (TPB), Heuristics, and Prospect Theory. The primary objective is to understand how heuristics such as representativeness, availability, and anchoring and adjustment shape consumer attitudes and intentions toward solar energy adoption.

Using a quantitative research design, data will be collected from urban households through surveys and analyzed using Structural Equation Modeling (SEM) and factor analysis. The study will examine the direct and indirect effects of heuristics on attitudes and intentions, as well as the mediating role of choice heuristics.

Preliminary findings suggest that heuristics significantly influence consumer perceptions and decisions regarding solar energy. Positive attitudes and strong intentions to adopt solar energy are associated with the availability of relatable success stories, favorable financial benchmarks, and alignment with green energy stereotypes. These insights highlight the importance of cognitive shortcuts in shaping sustainable energy choices.

The study's implications are twofold: it contributes to the theoretical understanding of decision-making processes in renewable energy adoption and offers practical recommendations for policymakers and marketers. By addressing psychological barriers and leveraging heuristics, strategies can be developed to enhance communication and policy interventions, ultimately promoting wider adoption of solar energy in urban settings. Future research should explore the long-term impacts of these cognitive factors on sustainable energy transitions.

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