The Influence of Consumers’ Purchase Intention Factors on Willingness to Pay for Renewable Energy; Mediating Effect of Attitude

Nazir, Mehrab; Tian, Jian

doi:10.3389/fenrg.2022.837007

Cited by 11 publications

(12 citation statements)

References 80 publications

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“…Variables such as perceived advantages, challenges, and awareness about renewable energy resources have a substantial positive effect on their attitude toward renewable energy and hence support our proposed Hypothesis 3a, Hypothesis 4a, and Hypothesis 1a. The abovementioned results are in line with those of previous studies (Nazir and Tian, 2022), and we conclude that all these variables shape people's opinion and attitude. In order to promote renewable energy, the positive aspects should be highlighted further.…”

Section: Discussionsupporting

confidence: 92%

“…The TPB has played an important role in various research areas. Various studies have utilized the TPB for ascertaining consumption and willingness to pay (Al Mamun et al, 2018;Sreen et al, 2018;Kaffashi and Shamsudin, 2019;Bhutto et al, 2021;Masrahi et al, 2021;Nazir and Tian, 2022). Apart from significant support, the TPB also faces criticism.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Assessing public perception and willingness to pay for renewable energy in Pakistan through the theory of planned behavior

et al. 2023

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With growing urbanization and increasing world population, energy demand also increases. A significant portion of the world’s energy comes from fossil fuels, and these sources of energy are declining rapidly at the current consumption rate. There are also growing environmental concerns on the use of fossil fuels increasing greenhouse gas emissions. In this regard, renewable energy (RE) shows promising solutions which are both sustainable and environmentally friendly. Developed countries and leading organizations are investing heavily in the RE sector. However, the developing world has anxieties over social acceptability and people’s willingness to pay for renewable energy. This study is conducted in Pakistan to understand the public perception and willingness to pay. The Theory of Planned Behavior (TPB) was utilized with background factors such as awareness, perceived advantages, perceived challenges, and moral obligations to examine its influence on people’s willingness to pay. In addition to this, the study also assessed the indirect effects of background factors (awareness, perceived advantages, and perceived challenges) on willingness to pay through public attitude. Furthermore, the indirect relationship between background factors (awareness and moral obligation) and willingness to pay through subjective norms was also examined. A total of 512 samples were gathered from participants and were analyzed through partial least square–structural equation modeling (PLS-SEM) and SPSS. The study findings are very interesting and back up our hypotheses that the background factors (awareness, perceived advantages, and perceived challenges) are positively associated with public attitude and have an indirect effect on willingness to pay through public attitude. Similarly, variables such as awareness and moral obligation are negatively and positively associated with subjective norms, respectively. However, the variables, awareness and moral obligation, have no indirect relationship with willingness to pay through subjective norms. Additionally, the study reveals that the components (attitude and perceived behavior control) of TPB have a significantly positive effect on willingness to pay. The study also concludes that the participants having formal education and knowledge about climate change and renewable energy are inclined toward green energy and are willing to pay, and they are hardly influenced by others' opinions. Furthermore, the study also provides insights for policymakers, suggestions, and recommendations for the future.

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Section: Discussionsupporting

confidence: 92%

Section: Theoretical Backgroundmentioning

confidence: 99%

Assessing public perception and willingness to pay for renewable energy in Pakistan through the theory of planned behavior

et al. 2023

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show abstract

“…However, given the evidence for the mediation of attitude (e.g. Camacho et al ., 2020; Mathur et al ., 2022; Nazir and Tian, 2022), we expected that attitude would also be a mediator. The current results, although providing no support for the mediation of perceived value or attitude, contribute to the literature by suggesting that there could be a boundary condition for the mediation of perceived value as observed by González et al .…”

Section: Discussionmentioning

confidence: 99%

“…T-shirt and tire), rendering it unclear whether their effects can generalize to hedonic products such as scenery ticket. In addition, given the abundant evidence for the mediation of attitude (Camacho et al, 2020;Mathur et al, 2022;Nazir and Tian, 2022), it is reasonable to assume that attitude may be a mediator. Therefore for the moment we are not in a position to know which of the two potential mediators is better, and we proposed the following hypotheses:…”

Section: Effect Of Discount Frame On Consumer Responsesmentioning

confidence: 99%

Effect of discount frame on consumer responses: moderation of psychological distance and product nature

Wang

Xie

2023

MIP

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PurposeAccording to construal level theory, close (versus far) psychological distance is associated with low (versus high) construal level. Despite the evidence for discount frame effect, it is unclear whether psychological distance and product nature play moderating roles. In addition, little has been known whether the effect of discount frame can extend to other dependent variables such as willingness to pay (WTP). Driven by construal level theory, five experiments were conducted to explore whether the effect of discount frame is dependent on psychological distance and product nature (i.e. utilitarian versus hedonic product).Design/methodology/approachThe experimental method was used, with discount frame, psychological distance and product type as the independent variables and purchase intention, attitude towards the advertisement, perceived value and WTP as the dependent variables. Participants were presented with promotion scenarios in which psychological distance and discount format were manipulated. In order to test the generalizability of results, promotional scenarios for both utilitarian (i.e. backpack bag and shampoo) and hedonic products (i.e. scenery ticket and perfume) were presented. Data were collected via the online experiment platform (i.e. www.Credamo.com).FindingsThe authors found an interaction between discount frame and spatial distance in that consumers had more positive attitude toward percent off than amount off under near-spatial distance. However, no interaction was observed between discount frame and temporal, social or hypothetical distance.Originality/valueTaken together, the current study for the first time reveals that the effect of discount frame is contingent on a specific dimension of psychological distance (i.e. spatial distance), regardless of whether the product is utilitarian or hedonic. Findings from this study for the first time pose a challenge to the notion that construal-level match necessarily leads to more favorable consumer responses, suggesting that there may be a unique mechanism underlying the joint effects of spatial distance and discount frame. The current findings can provide important implications for marketers and retailers in an effort to design effective promotional messages.

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“…Literature asserted that this construct represents the part of TPB that reflects social influences. However, many studies argued that the subjective norm component of the TPB is one of the essential factors to predict customers' purchase intention (Ajzen, 2005;Liu et al, 2013;Bekti et al, 2021;Nazir and Tian, 2022). Thus, this construct was included in the current study.…”

Section: Conceptual Framework and Hypotheses Developmentmentioning

confidence: 99%

Customers' purchase intention of renewable energy in Jordan: the case of solar panel systems using an extended theory of planned behavior (TPB)

Almrafee

Akaileh

2023

IJESM

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Purpose This study aims to examine the influence of various factors on the customers’ purchase intention of renewable energy in Jordan. The hypotheses and model of the study were adopted from previous studies. Design/methodology/approach The present study was undertaken based on an online survey of 428 Jordanians who are nonusers of renewable energy. The sample was selected using a stratified random sampling method using a structured questionnaire method. Data were analyzed using SPSS version 25. Findings The results indicated that attitudes, subjective norms (social influence), perceived price, knowledge and perceived behavioral control significantly affect the purchase intention of Jordanian customers to adopt renewable energy. Moreover, the study confirms that there are statistically significant differences between demographic variables such as age, income and education about renewable energy purchasing intentions, whereas gender was not significant. Research limitations/implications Some limitations have been identified. First, the generalizability of the findings is one of the common limitations of scientific research, and this study is not an exception. In this regard, the current study has been carried out in the south of Jordan. Therefore, to expand the validity of the findings, future studies need to be attempted in other places in Jordan. Second, the existing study focused on solar panel systems as a form of renewable energy. Future studies could focus on other kinds of renewable energy, such as wind energy. Third, although the sample size of this study was appropriate and sufficient, future studies could use larger samples to enhance the robustness of the results. Practical implications The findings of the current study could help practitioners in the renewable energy industry by identifying the key factors that motivate Jordanian customers to purchase and use such technology. They may use the findings of this study in the formulation of marketing policies and the development of marketing strategies to attract more customers to purchase and use renewable energy appliances like solar panels. Originality/value This is one of the few studies in the energy industry of Jordan devoted to developing and testing a model of determinants of purchasing intentions for solar panel systems that focuses on renewable energy purchasing behavior. Further, this study used demographic variables as control variables, which makes the study different from other studies by investigating the role of demographic characteristics in the context of the purchase intention for solar panel systems.

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The Influence of Consumers’ Purchase Intention Factors on Willingness to Pay for Renewable Energy; Mediating Effect of Attitude

Cited by 11 publications

References 80 publications

Assessing public perception and willingness to pay for renewable energy in Pakistan through the theory of planned behavior

Assessing public perception and willingness to pay for renewable energy in Pakistan through the theory of planned behavior

Effect of discount frame on consumer responses: moderation of psychological distance and product nature

Customers' purchase intention of renewable energy in Jordan: the case of solar panel systems using an extended theory of planned behavior (TPB)

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