Nowadays a technology push isn’t enough for the success of innovations; people make this success happen! An insight into the consumer behaviour can help to evaluate the market potential of a coming technology even before it enters the market. The success of innovations is not only the challenge of research and development; it is the capacity of foresight.
We are facing the future of narrow primary energy sources, rising energy costs and increasing regional political and economical instability due to the dependence on energy imports. Now, more than before, the need for a new, renewable, energy carrier is evident. Especially for the transport sector, which constitutes more than 30% of the world’s energy consumption and consumes more than 60% of the world’s oil production (IEA 2007; EC 2006), alternative solutions are evidently needed.
Sustainable mobility is nowadays essential for the world economy (WBCSD 2004); adding the severe problem of climate change, seeking for C02-free renewable energy sources has become a priority for scientists all over the world. Among the candidates for this new fuel are bio diesel, bio ethanol, solar power and hydrogen. Hydrogen has the potential of becoming oil’s successor and spread out throughout the world in this new hydrogen based economy.
Producers and scientists are developing new technologies based on renewables; consumers, the demand side, with their choices, will play a strong role in the diffusion of these innovations. From the producer side, it is very important to gain information about the consumer side in order to develop a better marketing strategy.
This work was developed with the Linde-hydrogen marketing department, with the goal to gaining deeper insights of potential early adopters in order to deploy strategies which place hydrogen as a leader in the renewable energy market. Focused on hydrogen based innovations, at this early stage, it is very important to achieve a positive attitude towards the innovation. A positive attitude could enforce adoption when launching the product (s) to the market.
Table of Contents
1 Introduction
1.1 Aim of the Thesis
1.2 Structure of the Thesis
1.3 Research Process
1.4 LINDE AG
2 Theory
2.1 Diffusion of Innovations
2.1.1 The Innovation Decision Process
2.1.2 Adoption Criteria
2.1.3 Factors that influence the Diffusion of Innovations
2.2 Consumer Behaviour
2.2.1 The Theory of Reasoned Action TRA
2.2.2 Attitude-Behaviour Paradigm
3 Hydrogen
3.1 Characteristics
3.2 The Innovation
3.3 Challenges
4 Diffusion of Hydrogen and Energy Innovations
4.1 Actual Status
4.2 Existing Consumer Research on Energy Adoption
4.3 Surveys about Attitude towards Hydrogen as an Energy Carrier
5 Survey on the Attitude towards Adoption of Hydrogen
5.1 Exploratory research
5.2 Development of hypotheses
5.2.1 Person centred hypotheses
5.2.2 Hypotheses regarding the Ajzen Model
5.2.3 Hypotheses regarding the Rogers’ Model
5.3 The Model
5.4 Operationalization of Theoretical Constructs
5.4.1 Independent Variables
5.4.2 Dependant Variables
6 Results
6.1 The Sample
6.2 Descriptive Statistics
6.3 Multivariate Statistics
6.3.1 Regression Model I: Attitude towards hydrogen
6.3.2 Regression Model II: Pull Effect
6.3.3 Regression Model III: Willingness to pay
6.4 Discussion of Results
6.4.1 A general view
6.4.2 Hypotheses
6.4.3 A new Model for Hydrogen Attitude-Adoption Criteria
6.5 Further Research
6.6 Limitations
7 Transition into Marketing Strategy
8 Summary
Research Objectives and Key Topics
This master's thesis explores the factors influencing consumer attitudes and the potential market adoption of hydrogen as a sustainable energy carrier. By bridging theoretical frameworks of innovation diffusion and consumer behavior (TRA) with empirical survey data, the study aims to identify early adopters and develop market-oriented strategies for the hydrogen industry.
- Theoretical analysis of innovation diffusion (Rogers) and consumer behavior models (Ajzen).
- Empirical investigation into public perception of hydrogen as an energy carrier.
- Quantitative regression analysis of factors driving consumer attitude, pull effects, and willingness to pay.
- Strategic marketing recommendations for hydrogen-based innovations and sustainable mobility.
- Examination of socio-demographic and psychographic variables affecting technology acceptance.
Excerpt from the Book
3.1 Characteristics
Hydrogen (H2) itself isn’t new; it has been existing as long as the earth and even before that. It is one of the most abundant elements in the universe. The sun is mainly composed of hydrogen; the fusion reaction brings light and heat to earth every day. Today we find hydrogen in the earth mostly as a compound. The biggest natural sources of hydrogen are water (H2O) composed of hydrogen and oxygen, and hydrocarbons (CnHn) composed of hydrogen and carbon.
Since H2 cannot be found pure in the planet earth, it has to be freed from the compound by inducing energy, which breaks the chemical bond. In nature we usually find hydrogen in water, bio-mass and fossil fuels. Every energy source can be used to make hydrogen, the main known ways to manufacture hydrogen are presented in Figure 3-1:
Independent of the energy source, the hydrogen-freeing reactions are:
(3) Water Hydrolysis: H2O + Electricity ⇔ H2 + 1/2 O2
Water + Energy ⇔ Hydrogen + Oxygen
(4) Thermo chemical Conversion (Kaltschmitt 2001: 272 f.):
Organic compounds + Energy ⇔ Hydrogen + Carbon Oxides
Hydrolysis refers to releasing the two hydrogen atoms in the water molecule by inducing energy. Thermo chemical conversion means obtaining hydrogen by breaking the C-H or C-O bond into hydrogen, carbon (and oxygen) compounds like hydrocarbons and bio-mass.
Summary of Chapters
1 Introduction: Provides the motivation for the study, defines the research questions regarding consumer attitudes toward hydrogen, and introduces the collaboration with the Linde Group.
2 Theory: Examines the theoretical foundations, specifically Rogers’ Diffusion of Innovations and Ajzen’s Theory of Reasoned Action, to explain the consumer decision-making process.
3 Hydrogen: Details the chemical characteristics of hydrogen, the current production methods, and identifies major challenges like costs and public perception.
4 Diffusion of Hydrogen and Energy Innovations: Reviews current global trends in hydrogen energy, policies, and existing consumer research regarding energy adoption.
5 Survey on the Attitude towards Adoption of Hydrogen: Documents the methodology, including the exploratory pre-test, hypothesis development, and the operationalization of variables for the final survey.
6 Results: Presents the empirical findings, including descriptive and multivariate regression analyses to explain factors driving attitude, pull effects, and willingness to pay.
7 Transition into Marketing Strategy: Translates the research findings into practical marketing strategies, emphasizing sustainability and targeting specific consumer psychographics.
8 Summary: Concludes the thesis by summarizing key findings regarding consumer interest and the influence of psychological and demographic variables on hydrogen adoption.
Keywords
Hydrogen, Energy Carrier, Innovation Diffusion, Consumer Behaviour, Sustainable Mobility, Marketing Strategy, Theory of Reasoned Action, Public Perception, Renewable Energy, Willingness to Pay, Early Adopters, Market Intelligence, Regression Analysis, Climate Change, Green Marketing.
Frequently Asked Questions
What is the core focus of this research?
The research analyzes the formation of consumer attitudes toward hydrogen as a future energy carrier to help develop effective marketing strategies for the renewable energy market.
Which central topics are analyzed in this thesis?
Key topics include the diffusion of innovations, consumer behavior theories, hydrogen production processes, challenges for energy market adoption, and the impact of socio-demographic and psychographic factors on green technology acceptance.
What is the primary goal of the study?
The main goal is to measure the potential for commercial hydrogen diffusion and to determine how specific marketing attributes can influence consumer intention to adopt hydrogen technologies.
Which scientific methodology is applied?
The study utilizes a quantitative approach, combining literature reviews, an exploratory pre-test, and a large-scale survey (N=260). Data is analyzed using descriptive statistics and multiple regression models.
What does the main body of the work cover?
The main body spans theoretical frameworks, the technical challenges of hydrogen, the status of current hydrogen diffusion projects, and a comprehensive empirical analysis of consumer survey data.
Which keywords characterize this work?
Key terms include hydrogen, innovation diffusion, consumer behavior, sustainable mobility, willingness to pay, and marketing strategy.
How does the author explain the "pull effect"?
The pull effect refers to consumer-driven interest that forces distributors and manufacturers to include hydrogen applications in their portfolios, as the study identifies high interest among specific groups like opinion leaders and lead professionals.
What findings did the author make regarding willingness to pay (WTP)?
The study found that men, particularly those in lead positions and those who consider themselves energy leaders, are more likely to express a higher willingness to pay for hydrogen-powered cars than women or other groups.
Why are socio-demographic factors considered in the model?
The author considers these factors to refine market segmentation, identifying that while attitude is essential, specific demographic groups (like men in leading positions) possess higher buying power and social influence, which is crucial for early market entry.
- Citar trabajo
- Dipl. Ing. Pedro Montes de Oca (Autor), 2008, Hydrogen powered innovations - Insight into the Attitude of Consumers towards Hydrogen as an Energy Carrier, Múnich, GRIN Verlag, https://www.grin.com/document/128743
