An examination of attributes and barriers to adopt biomass and solar technology. A cross-cultural approach.

This research is primarily aimed at analyzing the most favorable and unfavorable characteristics considered by consumers contemplating the adoption of biomass and solar energy technologies. The pro-environmental behavior, the level of anthropocentrism and ecocentrism in three different cultures are also analyzed using the New Ecological Paradigm scale. Based on a sample of 489 respondents collected by questionnaire, it finds the predominant view in the three cultures is ecocentrism. However, the study has allowed us to discover significant differences in the factors that stimulate or inhibit consumption in Spain, Germany and Mexico. Limitations of the study and the avenues for future research are also discussed.