Abstract
This study investigated the psychological factors affecting individuals' intention to use green energy within the Theory of Planned Behavior (TPB) framework. The study's results are expected to significantly contribute to increasing the effectiveness of social marketing strategies aimed at encouraging the intention to use green energy. The survey data from 703 participants in five major cities in Turkiye was analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling. Green energy usage intentions were significantly influenced by attitude (β:0.67), subjective norms (β:0.45), perceived behavioral control (β:0.14), and egoistic value (β:0.36). The findings suggest that these factors can positively influence green energy intention, enabling effective social marketing strategies and comprehensive political initiatives, including training and awareness campaigns.
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