Research on Chinese Rural Resident’ Energy-saving Behavior of Habit Adjustment --Based on Behavioral Reasoning Theory

With the increasing public’s energy consumption, the resident’s energy-saving behavior has been paid more attention by all walks of life. Therefore, it is important to find out what factors influence the public's energy-saving behavior. The paper constructs a conceptual model of Chinese rural residents' energy-saving behavior of habit adjustment based on behavioral reasoning theory. It examines the energy-saving behavior of habit adjustment of rural residents on the basis of investigation data from rural residents in China. We reach the following conclusions: environment values not only significantly influence global motives (including attitudes about saving energy, subjective norms, perceived behavioral control) but also via the reasons for behavior have indirectly influences to it, thereby influencing rural residents' energy-saving intentions. The reasons for behavior have an indirect impact on rural residents' energy-saving intentions via the global motives. The reasons for behavior also directly influence the rural residents' energy-saving intentions. The attitudes about saving energy, the subjective norms and the perceived behavioral control have indirectly positive impacts on rural residents' energy-saving behavior of habit adjustment via the energy-saving intentions. The Poyang Lake Ecological Zone has an important ecological protection function in China. Promoting rural residents in there to save energy can effectively protect the environment.

Entrepreneurial self-efficacy and entrepreneurial intention: The mediating role of the need for independence

PURPOSE: The paper focuses on assessing the direct effect of entrepreneurial self-efficacy and entrepreneurial intention and the indirect effect of the need for independence on the relationship between the constructs. Despite increased efforts towards steering the interest of young graduates towards entrepreneurial venture, the response rate has been rather unimpressive and discouraging, thus demanding the need to account for what factors could drive intention towards venture ownership among graduates in Nigeria. METHODOLOGY: A quantitative approach was adopted and a data set from 235 graduates was used for the study. The data was analyzed using the partial least square structural equation model (PLS-SEM). FINDINGS: It was found that self-efficacy does not significantly affect intention. It was also found that the need for independence affects entrepreneurial intention. The study found that the need for independence fully mediates the relationship between entrepreneurial self-efficacy and entrepreneurial intention. PRACTICAL IMPLICATIONS: This paper provides new insight into the behavioral reasoning theory, through its application in explaining the cognitive role of the need for independence in decision-making, using samples from a developing economy. ORIGINALITY AND VALUE: The study advances a new perspective on the underlining factors that account for an entrepreneur’s intent to start a business venture, most especially among young graduates in Nigeria, through the lens of the behavioral reasoning theory. We further support the application of the theory in entrepreneurship literature, given the paucity of studies that have adopted the theory despite its relevance.

Adoption of Online Subscription Beauty Boxes

This article examines the contextual ‘reasons for' and ‘reasons against' the adoption of beauty box subscription-based online services (BxSOS) in a developing country like India using the behavioral reasoning theory (BRT). This study surveys the female consumers in India to understand the adoption of BxSOS using the unique model of behavioral reasoning theory (BRT). After data collection, the analysis was done using the PLS-SEM technique. The ‘reasons for' BxSOS adoption are convenience, ubiquitous, hedonic shopping motivation, social influence and price consciousness and the ‘reasons against' are traditional barrier, relative advantage, choice/variety and perceived risk. It is also found that value of “openness to change” significantly influences the ‘reasons for' adoption and attitude towards BxSOS whereas it has no impact on the ‘reasons against' adoption of BxSOS. This cross-sectional study was conducted with target respondents as female consumers in the Indian context and future research can be conducted in other countries with different cultures and both the genders to generalize the results.

Adoption of internet of things (IoT) in the agriculture industry deploying the BRT framework

PurposeThe purpose of this paper is to investigate the adoption of Internet of Things (IoT) in the agriculture industry by the farmers' in India using the theoretical lens of the behavioral reasoning theory (BRT).Design/methodology/approachA survey on farmers was conducted to examine the adoption of IoT in agriculture industry (IoT-A) using BRT. The data analysis of the primary survey was done by applying the structural equation modelling (SEM) technique.FindingsThe ‘reasons for’ adoption of IoT-A were as follows: Relative advantage, social influence, perceived convenience, and perceived usefulness. The ‘reasons against’ adoption were as follows: Image barrier, technological anxiety, perceived price and perceived risk. The BRT theory provides the platform to discuss the psychological processing of acceptance of IoT in agriculture industry by the farmers.Practical implicationsThis research has unique implications as it studies the rural consumers’ behavior of innovation adoption namely IoT in agriculture. It provides the specific reasons ‘for’ and ‘against’ IoT adoption in agriculture, which will give directions to the marketers of IoT technology to develop suitable marketing strategies to improve the adoption in rural areas.Originality/valueThis research takes the first step in the direction toward deliberation of the adoption of IoT-A by farmers in an emerging Indian economy using the BRT theory, which discusses the ‘reasons for’ and ‘reasons against’ adoption in a proposed model.