Browsing by Author "Haq, Anwar Ul"

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    Heterogeneous preferences for living in a hydrogen home: an advanced multigroup analysis
    (Royal Society of Chemistry, 2024-05-14) Gordon, Joel A.; Balta-Ozkan, Nazmiye; Haq, Anwar Ul; Nabavi, Seyed Ali
    The UK Hydrogen Strategy (August 2021) and subsequent Heat and Buildings Strategy (October 2021) affirm that a strategic decision is set to be taken by 2026 on the prospect of residential decarbonisation via ‘hydrogen homes’. As this decision date draws nearer, quantitative insights on consumer perceptions of hydrogen-fuelled heating and cooking appliances remain limited. The existing knowledge deficit presents a substantial barrier to implementing a socially acceptable deployment pathway for residential decarbonisation. Despite recent efforts to advance the social science research agenda on hydrogen acceptance, few studies have advanced theoretical knowledge or pursued comprehensive statistical analyses. This study responds to the extant research gap by analysing the perceived adoption potential for hydrogen homes via partial least squares-necessary condition-multigroup analysis. Drawing on data from a nationally representative online survey (N = 1845) conducted in the UK, the adoption dynamics for domestic hydrogen are compared across four sub-groups of the population. The findings suggest that non-economic constructs such as safety perceptions and production perceptions are potentially more influential at this stage of the domestic hydrogen transition. Differences between consumer sub-groups are explained by safety, technology, and production perceptions, whereas financial perceptions are relatively homogeneous across the segments. These patterns underline the opportunity to strengthen residential decarbonisation efforts through segment-specific polices and strategic engagement with different parts of the housing stock. Policy makers and key stakeholders should factor consumer heterogeneity into net-zero decision-making processes by firstly acknowledging the amplifying effect of technology and environmental engagement in supporting adoption prospects for hydrogen homes. Socially acceptable strategies for decarbonising the residential sector can be supported by actively responding to heterogeneous household preferences for living in a hydrogen home.
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    Modelling the innovation-decision process for hydrogen homes: an integrated model of consumer acceptance and adoption intention
    (Elsevier, 2024-12-11) Gordon, Joel A.; Balta-Ozkan, Nazmiye; Haq, Anwar Ul; Nabavi, Seyed Ali
    As the global energy transition progresses, a range of drivers and barriers will continue to shape consumer attitudes and behavioural intentions towards emerging low-carbon technologies. The innovation-decision process for technologies composing the residential sector such as hydrogen-fuelled heating and cooking appliances is inherently governed by the complex interplay between perceptual, cognitive, and emotional factors. In response, this study responds to the call for an integrated research perspective to advance theoretical and empirical insights on consumer engagement in the domestic hydrogen transition. Drawing on online survey data collected in the United Kingdom, where a policy decision on ‘hydrogen homes’ is set for 2026, this study systematically explores whether an integrated modelling approach supports higher levels of explanatory and predictive power. Leveraging the foundations of the unified theory of domestic hydrogen acceptance, the analysis suggests that production perceptions, public trust, perceived relative advantage, safety perceptions, knowledge and awareness, and positive emotions will shape consumer support for hydrogen homes. Conversely, perceived disruptive impacts, perceived socio-economic costs, financial perceptions, and negative emotions may impede the domestic hydrogen transition. Consumer acceptance stands to significantly shape deployment prospects for hydrogen boilers and hobs, which are perceived to be somewhat advantageous to natural gas appliances from a technological and safety perspective. The study attests to the predictive benefits of adopting an integrated theoretical perspective when modelling the early stages of the innovation-decision process, while acknowledging opportunities for leveraging innovative research approaches in the future. As national hydrogen economies gain traction, adopting a neuroscience-based approach may help deepen scientific understanding regarding the neural, psychological, and emotional signatures shaping consumer perspectives towards hydrogen homes.