Factors Influencing Consumer’s Adoption of Renewable Energy

William Philip Wall, Bilal Khalid, Mariusz Urbański and Michal Kot
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William Philip Wall: Faculty of Business and Technology, Stamford International University, Bangkok 10250, Thailand
Bilal Khalid: KMITL Business School, King Mongkut’s Institute of Technology Ladkrabang, Bangkok 10520, Thailand
Mariusz Urbański: Road and Bridge Research Institute, ul. Instytutowa 1, 03-302 Warszawa, Poland
Michal Kot: Faculty of Management, Czestochowa University of Technology, 42-201 Czestochowa, Poland

Energies, 2021, vol. 14, issue 17, 1-19

Abstract: The objective of this study was to investigate the factors that influence the consumer adoption of renewable energy in Thailand. The study adopted an extended theory of planned behavior (TPB) by including three additional variables. The study applied a quantitative study methodology, with primary data collected using a survey of consumers in five major cities in Thailand. The data were analyzed using structural equation modeling (SEM). The findings of the study indicated that perception of self-effectiveness, environmental concern, renewable energy awareness, and beliefs about renewable energy benefits have a significant and positive effect on consumers’ intention to adopt renewable energy. The cost of renewable was found to have a negative but non-significant influence on consumers’ adoption of renewable energy, while risk/trust perception was found to have a positive but non-significant influence on consumers’ adoption of renewable energy. The study concluded that stakeholders should take into account the aspects of perception of self-effectiveness, environmental concern, renewable energy awareness, and beliefs about renewable energy benefits when running campaigns to promote the consumer adoption of renewable energy in Thailand

Keywords: renewable energy; consumers’ adoption; theory of planned behavior; self-effectiveness; environmental concern (search for similar items in EconPapers)
JEL-codes: Q Q0 Q4 Q40 Q41 Q42 Q43 Q47 Q48 Q49 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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