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Explaining consumer use of renewable energy: determinants and gender and age moderator effects

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  • Helena Martins Gonçalves
  • Adriana Viegas

Abstract

There is scarce research in the domain of sustainable marketing and renewable energy (RE), despite the importance of this area. In this study, considering the theory of reasoned action (TRA), knowledge about RE (RE_KNOW), attitude toward RE (RE_ATT), willingness to pay more for RE (RE_WPM) and predisposition to ecological consumption behavior (ECCB) were analysed as determinants of the intention to use RE (RE_INT). The results of an online survey confirm all the determinants except RE_WPM. ECCB is the stronger determinant of RE_INT, followed by RE_ATT. A beliefs-attitude-intention link was established which supports the TRA. Furthermore, the moderator effects of sex and age were evaluated. For women and men, the proposed relations do not have significant differences. However, for the younger group, RE_ATT is the only significant determinant of RE_INT, whereas for the older, ECCB and RE_WPM are the significant ones.

Suggested Citation

  • Helena Martins Gonçalves & Adriana Viegas, 2015. "Explaining consumer use of renewable energy: determinants and gender and age moderator effects," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(3), pages 198-215, June.
    • Handle: RePEc:taf:jgsmks:v:25:y:2015:i:3:p:198-215
    DOI: 10.1080/21639159.2015.1041780
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    Cited by:

    1. Murat Okumah & Julia Martin-Ortega & Paula Novo & Pippa J. Chapman, 2020. "Revisiting the Determinants of Pro-Environmental Behaviour to Inform Land Management Policy: A Meta-Analytic Structural Equation Model Application," Land, MDPI, vol. 9(5), pages 1-33, April.
    2. Kornél Németh & Zoltán Birkner & Andrea Katona & Nikoletta Göllény-Kovács & Attila Bai & Péter Balogh & Zoltán Gabnai & Erzsébet Péter, 2020. "Can Energy Be a “Local Product” Again? Hungarian Case Study," Sustainability, MDPI, vol. 12(3), pages 1-22, February.
    3. Quynh Anh Nguyen & Luc Hens & Charlotte MacAlister & Lester Johnson & Boripat Lebel & Sinh Bach Tan & Hung Manh Nguyen & The Ninh Nguyen & Louis Lebel, 2018. "Theory of Reasoned Action as a Framework for Communicating Climate Risk: A Case Study of Schoolchildren in the Mekong Delta in Vietnam," Sustainability, MDPI, vol. 10(6), pages 1-14, June.
    4. Nazia Yasmin & Philipp Grundmann, 2019. "Pre- and Post-Adoption Beliefs about the Diffusion and Continuation of Biogas-Based Cooking Fuel Technology in Pakistan," Energies, MDPI, vol. 12(16), pages 1-16, August.
    5. Syed Ali Fazal & Naeem Hayat & Abdullah Al Mamun, 2023. "Renewable Energy and Sustainable Development—Investigating Intention and Consumption among Low-Income Households in an Emerging Economy," Sustainability, MDPI, vol. 15(21), pages 1-19, October.
    6. Alsulami, Abdulkarim & Fairbrass, Jenny & Botelho, Tiago & Assadinia, Shahin, 2024. "Renewable energy and innovation in Saudi Arabia: An exploration of factors affecting consumers' intention to adopt Solar PV," Technological Forecasting and Social Change, Elsevier, vol. 204(C).
    7. Faheem Gul Gilal & Kanwal Chandani & Rukhsana Gul Gilal & Naeem Gul Gilal & Waseem Gul Gilal & Nisar Ahmed Channa, 2020. "Towards a new model for green consumer behaviour: A self‐determination theory perspective," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(4), pages 711-722, July.

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