Consumer Acceptance of Renewable Energy in Peninsular Malaysia

Zailin Zainal Ariffin (), Norsuhada Isa, Muhammad Quisar Lokman, Norasikin Ahmad Ludin, Sufian Jusoh and Mohd Adib Ibrahim ()
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Zailin Zainal Ariffin: Faculty of Defence Studies and Management, National Defence University of Malaysia, Sungai Besi Camp, Sungai Besi, Kuala Lumpur 57000, Malaysia
Norsuhada Isa: Faculty of Defence Studies and Management, National Defence University of Malaysia, Sungai Besi Camp, Sungai Besi, Kuala Lumpur 57000, Malaysia
Muhammad Quisar Lokman: Malaysia-Japan International Institute of Technology (MJIIT), Universiti Teknologi Malaysia, Jalan Sultan Yahya Petra, Kuala Lumpur 54100, Malaysia
Norasikin Ahmad Ludin: Solar Energy Research Institute (SERI), Universiti Kebangsaan Malaysia, Bangi 43600, Selangor, Malaysia
Sufian Jusoh: Institute of Malaysian and International Studies (IKMAS), Universiti Kebangsaan Malaysia, Bangi 43600, Selangor, Malaysia
Mohd Adib Ibrahim: Solar Energy Research Institute (SERI), Universiti Kebangsaan Malaysia, Bangi 43600, Selangor, Malaysia

Sustainability, 2022, vol. 14, issue 21, 1-20

Abstract: Renewable energy (RE) is a type of advanced technology that changes natural energy into a form that can be used as an alternative to traditional energy solutions to help reduce problems caused by global warming. Nevertheless, consumers still have limited knowledge of renewable energy, which leads to an unwillingness to pay more. Renewable energy marketing as a sustainable willingness to pay more for renewable energy billpayers in Peninsular Malaysia. This research applied the theory of reasoned action as the theoretical underpinning theory. A questionnaire survey was distributed to taxpayers, and 3209 usable responses out of 5000 persons were obtained. This paper suggested that consumers’ concerns and knowledge of renewable energy were positively related to paying a premium for renewable energy. This research showed that the energy consumption patterns influenced consumers’ willingness to pay more for renewable energy. This will benefit policymakers, in line with the Twelfth Malaysian Plan, in pursuing green technology growth and recommending the policy measure to achieve the country’s 31% and 40% renewable energy targets in 2025 and 2035, respectively.

Keywords: attitudes; quantitative; renewable energy; Malaysia; SmartPLS; theory of reasoned action (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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