Citizens' willingness to pay for local anaerobic digestion energy: The influence of altruistic value and knowledge

Emmanuel Nketiah, Huaming Song, Bright Obuobi, Gibbson Adu-Gyamfi, Mavis Adjei and Dan Cudjoe

Energy, 2022, vol. 260, issue C

Abstract: The willingness of citizens to pay for energy from local anaerobic digestion is a difficult and complex process prejudiced by a broad range of factors. This study aims to investigate how citizens' local anaerobic digestion knowledge and altruistic value affects their willingness to pay (WTP) for energy from local anaerobic digestion schemes in Jiangsu province through the impacts of subjective norm and attitude. The theory of reasoned action (TRA) was used to construct the research model. The study compares the original TRA and the current research model. The study collected data from 400 respondents in Jiangsu province, exploiting structural equation modeling techniques in analyzing the data. The results show that citizens' knowledge and altruistic value were positively and significantly related to the subjective norm and attitude towards citizens' WTP for energy from local anaerobic digestion (LAD) schemes. The study revealed that citizens' LAD knowledge and altruistic value positively influence subjective norms and attitudes. The study found that the current research model is better than the original TRA model. The study advocates for marketers of such schemes to establish appropriate techniques to increase citizen trust in their schemes. Also, policymakers should run more campaigns to create environmental concerns on anaerobic digestion in Jiangsu province.

Keywords: Willingness to pay; Anaerobic digestion knowledge; Altruistic value; Theory of reasoned action (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:energy:v:260:y:2022:i:c:s0360544222020606

DOI: 10.1016/j.energy.2022.125168

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