What is it about?
Switching to green energy is a crucial step in achieving carbon neutrality. This study aims to explore what motivates Chinese people to use green energy such as solar, wind, hydropower, geothermal and biomass and how much more Chinese people are willing to pay for green energy.
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Why is it important?
Grounded on the value–attitude–intention hierarchy, we proposed that environmental consciousness as a human value influences attitudes including attitude toward environmental issues and attitude toward ecosocial benefits while attitudes, information and knowledge about green energy and quality and price of green energy influence people’s intention to use green energy. Responses from 342 Chinese adults supported all our hypotheses, suggesting that the value-attitude-intention is applicable to green purchase including the use of green energy. Additionally, we found that about 44% respondents were willing to pay 2.5% to <5% more money for green energy.
Perspectives
I hope that this article can stimulate other researchers to apply social and psychological theories such as the value-attitude-intention-behavior model in exploring other green and sustainability behaviors and practices. Now, we don't have too much time left for reaching our "limits".
Professor W.M. To
Macao Polytechnic University
Read the Original
This page is a summary of: Intention to use green energy among Chinese adults: an extended value-attitude-intention model, International Journal of Energy Sector Management, December 2023, Emerald,
DOI: 10.1108/ijesm-06-2023-0018.
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