chaabouni, amel université de tunis - ecole supérieure des sciences economiques et commerciales de tunis (essec), Tunis, Tunisia , belkahla hakimi, wafa université de tunis el manar - ecole nationale d’ingénieures de tunis (enit), Tunis, Tunisia , triki, abdelfattah university of jeddah, Saudi Arabia

Les facteurs individuels de diffusion des panneaux solaires photovoltaïques : une étude qualitative issue du contexte nord africai

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This research seeks to explore the individual factors that contribute to the spread of solar panels. The research is motivated by a lack of consensus on the individual factors explaining new product diffusion in the field of renewable energy. Based on qualitative research, 20 semi- structured interviews were conducted with customers of North African companies operating in the renewable energies field. The results allowed the confirmation of the importance of three factors: awareness of environmental problems, involvement with regard to renewable energy and innovativeness.The present research highlights both theoretical and managerial contributions.At the theoretical level, first, it provides an integrated model that highlights the various individual factorsof photovoltaic solar panels, and, second, it highlights the importance of two other factors based on theresults of the qualitative study, the sense of belonging and social trust.At the managerial level, the present research offers to practitioners the tools that encourage customers topurchase solar photovoltaic panels.

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Diffusion of Innovation , Environmental problems , Innovativeness , Involvement , Photovoltaic Solar Panels , Renewable Energy

Revue Africaine De Management

78