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How Are Consumer Perspectives of PV Rooftops and New Business Initiatives in Indonesia’s Energy Transition?

Author

Listed:
  • Putu Agus Aditya Pramana

    (PT PLN (Persero), Jakarta 12160, Indonesia)

  • Dzikri Firmansyah Hakam

    (School of Business and Management, ITB, Bandung 40132, Indonesia)

  • Handrea Bernando Tambunan

    (PT PLN (Persero), Jakarta 12160, Indonesia)

  • Kemas Muhammad Tofani

    (PT PLN (Persero), Jakarta 12160, Indonesia)

  • Kevin Gausultan Hadith Mangunkusumo

    (PT PLN (Persero), Jakarta 12160, Indonesia)

Abstract

In the evolving landscape of the energy sector, it is vital for energy companies to grasp consumer behaviors to foresee future business prospects and risks. This study delves into how consumers react to Indonesia’s Electricity Company’s innovative business propositions, particularly the PV rooftop product. It also seeks to understand market reactions to other novel business concepts beyond the PV rooftop product. This research employs a quantitative approach, utilizing surveys for data gathering and statistical methods for analysis. Key variables examined include Attitude, Environmental Concern, Subjective Norm, Perceived Behavior Control, Personal Norm, and Regulation, with the primary focus on the Purchase Intention for the PV rooftop product. The findings reveal that key variables, specifically Personal Norm, Subjective Norm, and Regulation, significantly influence consumer behavior toward rooftop PV. This study also uncovers a high market demand for yet-to-be-launched services like electrical repairs, smart home consultancy, and micro-loans, indicating a diverse market potential for these innovative ideas. This research highlights the importance of analyzing consumer behavior in predicting the potential for both opportunities and challenges in a company’s new business ventures, particularly in the renewable energy sector. The results underscore the significant impact of sociocultural factors and regulatory frameworks on consumer decision-making processes. These insights offer critical guidance for Indonesia’s energy stakeholders in developing countries, aiding in formulating new business strategies and identifying market opportunities amidst the global shift towards renewable energy. This study’s key results emphasize the need for energy companies to adapt and innovate in response to consumer preferences and regulatory environments in order to capitalize on emerging market trends.

Suggested Citation

  • Putu Agus Aditya Pramana & Dzikri Firmansyah Hakam & Handrea Bernando Tambunan & Kemas Muhammad Tofani & Kevin Gausultan Hadith Mangunkusumo, 2024. "How Are Consumer Perspectives of PV Rooftops and New Business Initiatives in Indonesia’s Energy Transition?," Sustainability, MDPI, vol. 16(4), pages 1-17, February.
  • Handle: RePEc:gam:jsusta:v:16:y:2024:i:4:p:1590-:d:1338595
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    References listed on IDEAS

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    1. Fajar Nurrohman Haryadi & Arionmaro Asi Simaremare & Shochrul Rohmatul Rohmatul & Dzikri Firmansyah Hakam & Kevin Gausultan Hadith Mangunkusumo, 2023. "Investigating the Impact of Key Factors on Electric/Electric-Vehicle Charging Station Adoption in Indonesia," International Journal of Energy Economics and Policy, Econjournals, vol. 13(3), pages 434-442, May.
    2. Hilda Hilmiyati-Mas’adah & Achmad Sudiro & Fatchur Rohman & Agung Yuniarinto & Dzikri Firmansyah Hakam & Herry Nugraha, 2023. "Assessing the Impact of Urban Lifestyle and Consumption Values on Conversion Intention: A Study towards Energy Sustainability," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
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