Identifying and Analyzing Barriers of Green ‎Technology Adoption (Zanjan Power ‎Distribution ‎Company)‎

Due to the increasing demand for environmental protection from ‎various stakeholders; adopting a green technological solution tailored to ‎the operational characteristics of each organization is a fundamental ‎task for achieving sustainable organizations. Therefore, the purpose of ‎this study is to identify and analyze the barriers to the adoption of green ‎technology in the electricity industry. The present study in method is ‎quantitative; it has an applied orientation and survey strategy. The ‎statistical population of the study is the employees of Zanjan Power ‎Distribution Company. In the first step of the research, to identify ‎barriers and effective indicators in order to accept green technology, the ‎research literature was reviewed and a focus group was held. In the ‎second step of the research, fuzzy hierarchical analysis technique was ‎used to rank the identified factors and indicators. The data collection ‎tool is a researcher-made questionnaire. In order to assess the validity of ‎the questionnaire, face and content validity were used. Also, to measure ‎the reliability, the incompatibility rate coefficient of triangular fuzzy ‎pairwise comparison matrices was used, and considering that this value ‎is less than ‎‏0.1‏‎; the reliability of the questionnaire was confirmed. The ‎results indicate that the most important barriers to the adoption of green ‎technology in order of priority are: process barriers, individual barriers, ‎social barriers, cultural barriers and customer barriers. Also, the index of ‎‎"lack of attention to environmental issues by government officials" ‎related to the factor of "social barriers" received the highest score ‎among the indicators.‎