Driving green: Examining organizational intent for renewable energy in Saudi Arabia

Abstract

Due to cumulative pressure from climate change and the shift towards sustainable development, the transition to renewable energy has become more essential than ever. This study aims to explore the organizational intent to adopt renewable energy technologies in Saudi Arabia by integrating the Theory of Planned Behavior (TPB) and Resource-Based View (RBV) frameworks. A survey was conducted with 241 senior managers from various Saudi organizations and analyzed using SEM SmartPLS4. The results indicated that the three dimensions of TPB positively and significantly influence organizational intent to use renewable energy. Additionally, managers' green knowledge and awareness of renewable energy technologies significantly impact their attitudes and intentions to adopt renewable energy. The findings also revealed that government policies moderate the relationship between perceived behavioral control (PBC) and the intention to adopt renewable energy, as policies provide financial and technological support crucial for adoption. However, policies weaken the link between subjective norms or stakeholder pressure and intention. Furthermore, policies did not alter the effect of attitude on the intention to adopt renewable energy. Based on these results, several implications are proposed for policymakers and Saudi organizations to facilitate the successful adoption of renewable energy, aligning with Saudi Vision 2030 and its green initiatives. These include policy reforms to foster positive attitudes and social pressure among Saudi organizations to transition to renewable energy, as well as increasing awareness and knowledge among senior management regarding these technologies and their sustainable benefits.