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Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory
Author(s) -
Bang HaeKyong,
Ellinger Alexander E.,
Hadjimarcou John,
Traichal Patrick A.
Publication year - 2000
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(200006)17:6<449::aid-mar2>3.0.co;2-8
Subject(s) - theory of reasoned action , renewable energy , action (physics) , marketing , resource (disambiguation) , energy (signal processing) , consumer behaviour , environmental economics , economics , business , psychology , social psychology , engineering , physics , quantum mechanics , computer network , statistics , mathematics , computer science , electrical engineering
As conventional energy resources dry up and pollution increases, utility companies and policy makers seek to develop new energy programs that are more environmentally sound and replenishable. Renewable energy has emerged as an alternative energy resource, but its marketing has not been successful despite widespread consumer concern about the environment. Using the theory of reasoned action as a theoretical framework, the current research investigates the relationship of three variables (concern with the environment, knowledge about renewable energy, and beliefs about salient consequences of using renewable energy) with consumer attitude toward paying a premium for renewable energy. As predicted by the theory of reasoned action, a positive relationship between beliefs about salient consequences and attitudes toward paying more for renewable energy was found. Overall concern levels were quite high for consumers in the sample, whereas knowledge levels were relatively low. Interestingly, it was found that consumer concern failed to translate into heightened knowledge about renewable energy. The study suggests that the consumer's environmental concern and beliefs about renewable energy to date are more emotionally charged than fact‐ or knowledge‐based. Implications for marketing strategies and consumer education are provided. © 2000 John Wiley & Sons, Inc.