2015
DOI: 10.1080/21639159.2015.1041780
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Explaining consumer use of renewable energy: determinants and gender and age moderator effects

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… Show more

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Cited by 19 publications
(12 citation statements)
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References 56 publications
(72 reference statements)
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“…Furthermore, it has provided a theoretical framework for health studies, including slimming and eating behavior, addiction to smoking and alcohol abuse, condom use and HIV [13]. Recently, some studies have applied TRA for energy, green IT technology adoption, environment-friendly energy use, waste management, and vehicle use [14][15][16][17][18]. Very few studies, however, deal with the psychological determinants of behavior change with respect to climate change risks, especially adaptation [19].…”
Section: Introductionmentioning
confidence: 99%
“…Furthermore, it has provided a theoretical framework for health studies, including slimming and eating behavior, addiction to smoking and alcohol abuse, condom use and HIV [13]. Recently, some studies have applied TRA for energy, green IT technology adoption, environment-friendly energy use, waste management, and vehicle use [14][15][16][17][18]. Very few studies, however, deal with the psychological determinants of behavior change with respect to climate change risks, especially adaptation [19].…”
Section: Introductionmentioning
confidence: 99%
“…Conversely, Martins, Gonçalves, and Viegas [48] expressed the view that gender has no impact in Portugal, as behavior is mainly determined by attitudes and beliefs in this area. According to a questionnaire survey by Sardianou and Genoudi [49], gender has no significant role in the use of renewable energy sources in Greece.…”
Section: %mentioning
confidence: 99%
“…knowledge and the application of RE sources are clearly influenced by socioeconomic factors, including gender, place of residence, wage level, educational level and area, and the parents' qualifications, as well. Conversely, Martins, Gonçalves, and Viegas [48] expressed the view that gender has no impact in Portugal, as behavior is mainly determined by attitudes and beliefs in this area. According to a questionnaire survey by Sardianou and Genoudi [49], gender has no significant role in the use of renewable energy sources in Greece.…”
Section: %mentioning
confidence: 99%
“…Therefore, this study also incorporates the inhibiting factors-along with facilitators and drivers-which serve as barriers in the technology adoption stage. We named this the pre-adoption stage, for which a general model of perceived value is used as the theoretical foundation [33][34][35]. This model postulates the importance of both the positive and negative perceptions of actors in forming beliefs about the technology.…”
Section: Theoretical Backgroundmentioning
confidence: 99%