Factors influencing consumers’ willingness to buy green energy technologies in a green perceived value framework

ABSTRACT

Since the adoption of green energy technologies (GETs) is an essential step toward a sustainable future, it prompts global researchers to examine the dimensions influencing the consumers’ willingness to buy GETs. This work investigates the pushing and inhibiting influence dimensions of consumers’ willingness to buy GETs in a green perceived value framework. A partial least square approach is employed to analyze the questionnaire data of 287 Pakistanis. The findings are as follows: first, the functional dimension, conditional dimension, benefits of GETs, and GETs as a substitute solution of load shedding are called pushing dimensions, encouraging consumers’ willingness to buy GETs. Second, the inhibiting dimensions included cost and investment risk of GETs, suggesting that overcoming high cost and investment risk can increase those technologies’ uptake. Last, social and emotional dimensions are termed as neutral dimensions, implying that consumers overlook emotional attachment with and societal perception of GETs.

KEYWORDS:

• Green energy technologies
• green perceived value
• load shedding
• investment risk
• partial least square
• path modeling

Nomenclature

GETs  Green energy technologiesWBGWillingness to buy GETs

GPV  Green perceived valuePMPath modeling

FD  Functional dimensionCMBCommon method bias

ED  Emotional dimensionCFAConfirmatory factor analysis

SD  Social dimensionLVsLatent variables

CLD  Conditional dimensionDVDiscriminant validity

BD  Benefits of GETs dimensionCACronbach-alpha

CD  Cost of GETs dimensionCRComposite reliability

IRD  Investment risk of GETs dimensionVIFVariance inflation factor

SSLDGETs   as a substitute solution of load sheddingPCsPath coefficients

Disclosure statement

The author(s) have no conflict of interest to disclose.

Notes

¹ It refers to the “2030 Agenda for Sustainable Development”, which consists of 17 Sustainable Development Goals built by the countries and the United Nations. The SDGs are the objectives at the urgent call of action by developing and developed countries.

Additional information

Funding

This work was supported by the National Natural Science Foundation of China under Grant No. 71572115; Major Program of Social Science Foundation of Guangdong under Grant No. 2016WZDXM005; Guangdong 13th-Five-Year-Plan Philosophical and Social Science Fund under Grant No. GD20CGL28; and Natural Science Foundation of SZU under Grant No.836.