Does government involvement and awareness of benefit affect Ghanaian's willingness to pay for renewable green electricity?

Abstract

Renewable energy-generated electricity can improve the reliability of the power grid and contribute positively to environmental sustainability. This study expanded the theory of planned behavior (TPB) with government involvement and awareness of benefits to assess Ghanaian's willingness to pay (WTP) for renewable green electricity (RGE) in Ghana. With questionnaire responses, hypothetical statements were evaluated using partial least square-structural equation modeling (PLS-SEM). The findings are: (1) The research revealed that government involvement impacted WTP for RGE in Ghana through attitude and subjective norm except perceived behavioral control. (2) The study found that awareness of benefits influenced WTP for RGE in Ghana via attitude and subjective norm except perceived behavioral control. This research showed that the explanatory ability of the current structural research model (R2 = 52.2%) was better than that of the original TPB model (R2 = 42.3%), affirming that the structural model better explained the WTP for renewable green electricity in Ghana. Ghanaians' WTP for RGE typically stimulates the execution of renewable energy objectives that will enhance sustainable development if the government and investors give information on the environment. Governments can also increase Ghanaians willingness to pay for RGE by educating on the importance of renewable green electricity in providing a sustainable energy source for everybody.