Abstract:

Increasing demand of electricity is problematic issue nowadays and Demand Side Management programs is suggested to be the best method for reducing the demand of electricity. However, the implementation of such technologies is still problematic because the customer behaviours are different from one county to another, and the application of such technologies depends largely on the perceptions and the acceptance level of that specific country. Thus, this study has embarked to study the factors affecting the intention to accept the demand side management programs among the KAHRAMAA employees in Qatar. The study aimed at identifying the factors affecting employees’ intention and to determine the impact of the independent variables (attitude, quality value, price value, environment value and the perceived behaviour control) on the dependent variable. The sample size of this study that was analysed was 294 questionnaires. The study used SPSS 22.0 for analysing the results. The findings revealed that all the factors were having high mean values. The study also highlighted three main factors which do have impact on the intention to accept demand side management programs which are quality value, environment value, and perceived behaviour control. Besides, some recommendations have been supposed for the future research and policy makers.