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Factors Influencing Consumer’s Adoption of Renewable Energy

Author

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  • William Philip Wall

    (Faculty of Business and Technology, Stamford International University, Bangkok 10250, Thailand
    TPC Power Holding Public Company Limited, Bangkok 10230, Thailand)

  • Bilal Khalid

    (KMITL Business School, King Mongkut’s Institute of Technology Ladkrabang, Bangkok 10520, Thailand)

  • Mariusz Urbański

    (Road and Bridge Research Institute, ul. Instytutowa 1, 03-302 Warszawa, Poland)

  • Michal Kot

    (Faculty of Management, Czestochowa University of Technology, 42-201 Czestochowa, Poland)

Abstract

The objective of this study was to investigate the factors that influence the consumer adoption of renewable energy in Thailand. The study adopted an extended theory of planned behavior (TPB) by including three additional variables. The study applied a quantitative study methodology, with primary data collected using a survey of consumers in five major cities in Thailand. The data were analyzed using structural equation modeling (SEM). The findings of the study indicated that perception of self-effectiveness, environmental concern, renewable energy awareness, and beliefs about renewable energy benefits have a significant and positive effect on consumers’ intention to adopt renewable energy. The cost of renewable was found to have a negative but non-significant influence on consumers’ adoption of renewable energy, while risk/trust perception was found to have a positive but non-significant influence on consumers’ adoption of renewable energy. The study concluded that stakeholders should take into account the aspects of perception of self-effectiveness, environmental concern, renewable energy awareness, and beliefs about renewable energy benefits when running campaigns to promote the consumer adoption of renewable energy in Thailand

Suggested Citation

  • William Philip Wall & Bilal Khalid & Mariusz Urbański & Michal Kot, 2021. "Factors Influencing Consumer’s Adoption of Renewable Energy," Energies, MDPI, vol. 14(17), pages 1-19, August.
    • Handle: RePEc:gam:jeners:v:14:y:2021:i:17:p:5420-:d:626236
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    References listed on IDEAS

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    8. Hadi Fazeli & Mohammad Sadegh Allahyari & Saeid Firouzi & Tarek Ben Hassen & Jhalukpreya Surujlal & Nima Nejadrezaei & Mina Sadeghzadeh, 2023. "Knowledge, Attitude, and Perception of Students Regarding Renewable Energies in Agriculture in Guilan, Iran," Agriculture, MDPI, vol. 13(8), pages 1-16, August.
    9. Olawale Fatoki, 2022. "Determinants of Intention to Purchase Photovoltaic Panel System: An Integration of Technology Acceptance Model and Theory of Planned Behaviour," International Journal of Energy Economics and Policy, Econjournals, vol. 12(3), pages 432-440, May.
    10. Zeng, Shihong & Tanveer, Arifa & Fu, Xiaolan & Gu, Yuxiao & Irfan, Muhammad, 2022. "Modeling the influence of critical factors on the adoption of green energy technologies," Renewable and Sustainable Energy Reviews, Elsevier, vol. 168(C).
    11. Agnieszka Izabela Baruk & Anna Goliszek, 2022. "The Associations of Young Poles with Green Energy in the Context of Self-Assessment of Their Relevant Knowledge and the Importance Attached to the Energy Sources Used," Energies, MDPI, vol. 15(19), pages 1-18, September.
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