THE ADOPTION OF PHOTOVOLTAIC ENERGY IN MICRO AND SMALL ENTERPRISES: AN INSTITUTIONAL LOGIC OF SUSTAINABILITY APPROACH

Resumo

As culture with its set of values, beliefs and intentions, influences organisations’ strategies, institutional logic can, therefore, support the understanding of how such aspects influence sustainability practices. This study aims, therefore, to understand the existence of institutional logic of sustainability in business decisions regarding the electricity source. The research is qualitative with interviews and documentary research as data collection techniques. The empirical field was made up of micro and small companies that use clean sources of electricity. A holistic institutional logic of sustainability did not guide the decision-making process regarding the electricity system. Furthermore, the reasons for choosing photovoltaics were predominantly based on economic aspects (cost reduction), without considering environmental and social aspects. We also evidenced that participants conceptualise sustainability as a management practice, but it has not yet been institutionalised in such organisations. This study contributes to the understanding of how and why organisations plan and practice sustainability, addressing the research gap. Furthermore, it aligns with Goal 7 “Clean and affordable energy” of the Sustainable Development Goals.