Explaining the Model of Technology and New Innovation Acceptance in the Field of Renewable Energy Used by Urban and Rural Consumers through the Approach of General Policies of Improving the Consumption Pattern

The current study aims to explain the model of technology and new innovation acceptance in the field of renewable energy used by urban and rural consumers from the perspective of the experts. A qualitative method and the grounded theory were employed. The data were collected through Delphi and unstructured interview. After collecting the data, they were categorized based on open, structured, and selective coding, and they were given to experts selected through snowball sampling to confirm the results. The findings showed that the elements included using the technology of renewable energy, tendency to using the technology of renewable energy, price, government, conceived benefit, accessibility, and cultural and advertising impact. Therefore, the suggested model can explain the acceptance of the new technology in the field of renewable energies.