Will sustainable energy consumption be sustained? Unveiling environmental concern as a catalyst for green energy gratification: An integrated application of SEM and fsQCA

The present research analyzes the post-consumption behavior of green energy equipment (GEQ) users in terms of satisfaction and continuation-advocacy intention. The study also investigates the moderating effect of environmental concern on GEQ gratification. The present study is first-of-a-kind research that examines the post-consumption outcomes of GEQ using a multi-theory lens of the expectation confirmation model (ECM) and the theory of consumption values (TCV). The study analyzed sample data of 590 respondents using structural equation modelling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) to unveil the necessary and sufficient conditions. The research findings suggest that confirmation, perceived usefulness, economic value, functional value, and conditional value are significant drivers of GEQ gratification. Further, environmental concern positively moderates the affirmative effects of selected constructs on user satisfaction, resonating that environmentally concerned users feel more satisfied with GEQ compared to their counterparts. Besides, the fsQCA results suggest that confirmation, perceived usefulness, functional value, and social value are core conditions for user satisfaction. The current research extends both theoretical and methodological boundaries in the field of green energy by confirming the applicability of ECM and TCV in the sustainable consumption domain. The study also provides critical implications for managers and policymakers to uplift user satisfaction by aligning the GEQ deliverables with the user expectations to enable a positive experience.