Factors influencing consumers’ willingness to buy green energy technologies in a green perceived value framework

Abstract

ABSTRACT Since the adoption of green energy technologies (GETs) is an essential step toward a sustainable future, it prompts global researchers to examine the dimensions influencing the consumers’ willingness to buy GETs. This work investigates the pushing and inhibiting influence dimensions of consumers’ willingness to buy GETs in a green perceived value framework. A partial least square approach is employed to analyze the questionnaire data of 287 Pakistanis. The findings are as follows: first, the functional dimension, conditional dimension, benefits of GETs, and GETs as a substitute solution of load shedding are called pushing dimensions, encouraging consumers’ willingness to buy GETs. Second, the inhibiting dimensions included cost and investment risk of GETs, suggesting that overcoming high cost and investment risk can increase those technologies’ uptake. Last, social and emotional dimensions are termed as neutral dimensions, implying that consumers overlook emotional attachment with and societal perception of GETs.