Adoption of energy-efficient technologies in German SMEs of the horticultural sector—the moderating role of personal and social factors

Many small- and medium-sized enterprises (SMEs) could enhance energy efficiency and profits by investing in energy-efficient technology. Previous studies have identified various adoption factors and barriers related to energy-efficient technology. In our study, we understand the adoption of technology as a social process and put the decision-making manager in the focus of our research. Therefore, a manager’s attitude, the social environments, and possible adoption barriers are factors in the developed adoption model, which is tested empirically by using structural equation modeling and a dataset gained from a survey of energy-intensive horticultural companies in Germany. Thus, we do not regard self-reported technology adoption by managers, but use on-site observations in companies’ production processes to calculate the energy efficiency of the company. The results show the significant influence of a manager’s attitude and social environment on intention to adopt energy-efficient technology. However, there is no evidence for a correlation between the intended and real adoption of technology. This finding clearly discloses the gap between intention and behavior, which we explain based on external and internal obstacles. Altogether, the results stress the importance of personal and social factors in the adoption process of energy-efficient technology in SMEs of the horticultural sector.