Factors contributing towards the intention to purchase green energy

Paper

Ahmed, Al Sadat Ibne, Chimhundu, Ranga, Zhou, Joe and Sultan, Md Parves. 2023. "Factors contributing towards the intention to purchase green energy." 2023 AMA Winter Academic Conference. United States 10 - 12 Feb 2023 United States.
Paper/Presentation Title

Factors contributing towards the intention to purchase green energy

Presentation TypePaper
AuthorsAhmed, Al Sadat Ibne, Chimhundu, Ranga, Zhou, Joe and Sultan, Md Parves
Journal or Proceedings TitleProceedings of the 2023 AMA Winter Academic Conference
Journal Citation34, pp. 410-414
Number of Pages5
Year2023
Place of PublicationUnited States
ISBN9780877570158
Web Address (URL) of Conference Proceedingshttps://www.ama.org/wp-content/uploads/2023/02/Proceedings-2..pdf
Conference/Event2023 AMA Winter Academic Conference
Event Details
2023 AMA Winter Academic Conference
Parent
AMA Winter Academic Conference
Delivery
In person
Event Date
10 to end of 12 Feb 2023
Event Location
United States
Event Web Address (URL)
Abstract

This study seeks to examine the role of an important and debatable antecedent of green purchase intention using consumer data from Australia. In this context, the present research has used the Theory of Planned Behavior (TPB, Ajzen, 1991) as its theoretical framework and further attempts to include two additional constructs (i.e., moral reflectiveness and social responsibility) in TPB as antecedents of green energy purchase intention (GPI). A quantitative approach was employed by conducting a survey of 386 valid data from NSW, Australia. Data were analyzed using PLS-SEM to evaluate the strength of relationship between the constructs and
formulated hypothesis. The findings reveal that attitude (ATT), subjective norm (SN), perceived behavioural control (PBC), moral reflectiveness (MR), and social responsibility (SR) exert significant positive effect on green energy purchase intention (GPI). The results show that the moral reflectiveness -intention (β=0.575) and PBC-intention (β=0.422) paths are both stronger than other path
coefficients in the model. The study contributes to and extend the growing body of research in the field of green energy consumption with special reference to a developed nation Australia by incorporating additional constructs such as moral reflectiveness and social responsibility in the TPB model. The paper concludes with policy implications of the findings for green energy marketers and policymakers.

KeywordsGreen energy, Theory of Planned Behavior (TPB), Purchase intention
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
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Byline AffiliationsUniversity of Southern Queensland
BRAC University, Bangladesh
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