Renewable energy and value-adding from the supply and demand sides: a diffusion of innovations perspective

Purpose The purpose of this research is first to examine the extent to which renewable energy providers (supply side) add value to their consumers (demand side) and how these perceive value-adding when acquiring these solutions. Second, the key challenges in supplying renewable energy solutions and how value-adding is manifested for the demand side are investigated. Third, the study ascertains the key resources needed to provide value (supply side) and how the consumption experience could be enhanced (demand side). Design/methodology/approach Semi-structured interviews were conducted with representatives from the supply and demand sides of renewable energy in Vietnam; the data were analysed through qualitative content analysis and data structure. Findings The analysis underlines commonalities and differences between the two participating groups. For instance, whereas members of the supply side perceive committing to higher levels of service or providing expert advice as fundamental opportunities to add value, those on the demand side value add-ons, including detailed instructions and consultations, together with the possibility to purchase quality products. Originality/value In embracing the underpinnings of the diffusion of innovations theory, this study makes various contributions to the business and renewable energy literature in emerging markets. Importantly, a conceptual framework with implications for practitioners and researchers was developed. This framework is founded on 21 conceptual dimensions revealed in the analysis, including the action-oriented and service-oriented, which help discern tangible and intangible ways to add value from the supply side. Relationships between the analysis and the theory's principles were also uncovered.