Intend to use green energy?

Paper

Ahmed, Al Sadat Ibne, Chimhundu, Ranga, Zhou, Joe and Sultan, Md Parves. 2023. "Intend to use green energy?" 2023 AMA Winter Academic Conference. United States 10 - 12 Feb 2023 United States.
Paper/Presentation Title

Intend to use 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. 462-465
Number of Pages4
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

The interest to use of green energy has been rising globally. However, there is scarce research in the domain of sustainable marketing and green energy (GE), despite the importance of this area. In this study, considering the Theory of Planned Behaviour (TPB, Ajzen, 1991), environmental attitude about GE, social influence toward GE and willingness to pay (WTP) for green energy were analysed as determinants of the intention to use green energy (IG). WTP is added to TPB to identify whether its effect on the intention to use green energy. The statistical tools in the SmartPLS3 software package were then employed to analyse the reliability
of variables and hypothesised relationships in the research model. The findings indicate d that WTP was the strongest predictor of IG (β=0.583), followed by social influence (β=0.356) and environmental attitudes (β=0.287). The present study contributes to research by furthering understanding of the respective relevance of factors include environmental attitudes, social influence and WTP determining the IG. To author’s best knowledge, this paper is one of the initial attempts to understand the consumers' intention to use green energy using WTP in the Australian context. The research contributes not only by empirically testing the TPB in green
energy context but also by demonstrating the major factors determining everyday green energy purchase intention and their respective relevance for marketing practice. Implications for theory and marketing implications are provided.

KeywordsIntention to use green energy (IG), Willingness to pay (WTP).
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
350699. Marketing not elsewhere classified
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Byline AffiliationsUniversity of Southern Queensland
BRAC University, Bangladesh
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