Advances in Consumer Research
Issue 10 : 23-30
Original Article
Determinants of Green Hydrogen Acceptance and Supply Chain Management: A Model-Based Study in Gorakhpur City, India
 ,
1
Research Scholar, Management Studies Department, Madan Mohan Malaviya University of Technology, India.
2
Assistant Professor, Management Studies Department, Madan Mohan Malaviya University of Technology, India.
Abstract

India will be completely renewable by 2070 and energy independent by 2047 if hydrogen can be widely deployed as a clean fuel. However, the widespread use of hydrogen has several impediments to its successful introduction and acceptance, including its high-cost, insufficient infrastructure, and lack of public awareness about it. This thesis utilized a model-based approach to assess the various determinants of hydrogen acceptance in Gorakhpur City, including the following: 1) Economic Factors, 2) Policy Support, 3) Infrastructure Readiness, 4) Awareness, 5) Environmental Concerns, 6) Social Influences, 7) Trust, and 8) Perceived Risk. This study incorporated both the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) frameworks while using secondary quantitative survey data (n=180) and regression analysis via SPSS. The study found that only Policy Support was a statistically significant (-) predictor of hydrogen acceptance (β=-0.171, p=0.027), indicating that institutional gaps are more important than either psychological or economic barriers to acceptance. A New Hydrogen Acceptance Model was developed to include the eight determinants of acceptance, while integrating the three mediating constructs of Perceived Benefits, Perceived Risks, and as a result linking Demand-Side Hydrogen Acceptance to Supply Chain Improvement for Hydrogen Production, Storage, and Distribution. This study makes three recommendations for the phased rollout of hydrogen: 1) Awareness campaigns, 2) Open and Transparent Policies, and 3) Pilot Hydrogen Projects to increase Credibility and Enhance Large-Scale Acceptance of Hydrogen in Urban India....

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