Factors Influencing Consumer’s Adoption of Renewable Energy
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 da...
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-08-01
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| Series: | Energies |
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| Online Access: | https://www.mdpi.com/1996-1073/14/17/5420 |
| _version_ | 1797521471824723968 |
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| author | William Philip Wall Bilal Khalid Mariusz Urbański Michal Kot |
| author_facet | William Philip Wall Bilal Khalid Mariusz Urbański Michal Kot |
| author_sort | William Philip Wall |
| collection | DOAJ |
| description | 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 |
| first_indexed | 2024-03-10T08:13:02Z |
| format | Article |
| id | doaj.art-c52b967a284d4bb4a178a5238a093d04 |
| institution | Directory Open Access Journal |
| issn | 1996-1073 |
| language | English |
| last_indexed | 2024-03-10T08:13:02Z |
| publishDate | 2021-08-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Energies |
| spelling | doaj.art-c52b967a284d4bb4a178a5238a093d042023-11-22T10:34:24ZengMDPI AGEnergies1996-10732021-08-011417542010.3390/en14175420Factors Influencing Consumer’s Adoption of Renewable EnergyWilliam Philip Wall0Bilal Khalid1Mariusz Urbański2Michal Kot3Faculty of Business and Technology, Stamford International University, Bangkok 10250, ThailandKMITL Business School, King Mongkut’s Institute of Technology Ladkrabang, Bangkok 10520, ThailandRoad and Bridge Research Institute, ul. Instytutowa 1, 03-302 Warszawa, PolandFaculty of Management, Czestochowa University of Technology, 42-201 Czestochowa, PolandThe 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 Thailandhttps://www.mdpi.com/1996-1073/14/17/5420renewable energyconsumers’ adoptiontheory of planned behaviorself-effectivenessenvironmental concern |
| spellingShingle | William Philip Wall Bilal Khalid Mariusz Urbański Michal Kot Factors Influencing Consumer’s Adoption of Renewable Energy Energies renewable energy consumers’ adoption theory of planned behavior self-effectiveness environmental concern |
| title | Factors Influencing Consumer’s Adoption of Renewable Energy |
| title_full | Factors Influencing Consumer’s Adoption of Renewable Energy |
| title_fullStr | Factors Influencing Consumer’s Adoption of Renewable Energy |
| title_full_unstemmed | Factors Influencing Consumer’s Adoption of Renewable Energy |
| title_short | Factors Influencing Consumer’s Adoption of Renewable Energy |
| title_sort | factors influencing consumer s adoption of renewable energy |
| topic | renewable energy consumers’ adoption theory of planned behavior self-effectiveness environmental concern |
| url | https://www.mdpi.com/1996-1073/14/17/5420 |
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