Abstract
This study examines the mechanism by which pro-environmental self-identity (PESI) affects green energy purchase intention (GEPI) through different dimensions of consumption values. The concept of pro-environmental self-identity is rarely discussed in the context of green energy purchase intention. Additionally, the amount of research concerning consumers’ attitudes and behaviours towards photovoltaic panels is limited. We fill this cognitive gap by testing a relation between pro-environmental self-identity and green energy purchase intention. The data collection was carried out based on an indirect method of gathering information—using an online survey. Research was conducted among 250 Polish customers. The partial least squares structural equation modelling technique was applied. The research results show that the relations between PESI and GEPI is mediated totally by social and partially by emotional values. The mediating impact of functional values was not confirmed. The results of this study illustrate the importance of intangible—social and emotional—values and its impact on the consumer behaviour toward green energy. This study can help marketers more efficiently promote the installation of photovoltaic panels in European countries.
Highlights
The development of the modern world, which has been driven mainly by the desire to improve people’s quality of life, has been accompanied by an important increase in energy demand
First we verified that there was no basis to reject the Gauss– Markov assumptions following a procedure proposed by Hair et al [99], we performed structural equation modelling (SEM) with maximum likelihood (ML) estimation and covariance matrix as data inputs
Our study focuses on consumers’ intentional decision-making regarding photovoltaic panels in the context of proenvironmental self-identity and theory of consumption values, developing the discussion on crucial factors influencing green energy purchase intention, which contributes to sustainable development and it desirable in today’s world
Summary
The development of the modern world, which has been driven mainly by the desire to improve people’s quality of life, has been accompanied by an important increase in energy demand. Most countries in the world allocate important resources to encourage the use of renewable energy sources to protect natural resources and reduce pollution. In 2020, the renewable energy use in the world increased 3% while the demand for all other fuels decreased. It was caused by an almost 7% growth in electricity generation from renewable sources. The share of renewables in worldwide electricity generation increased to 29% in 2020 (in comparison with 27% in 2019) [1]. Electricity generated from photovoltaic panels is estimated to grow by 145 TWh (18%), and will achieve about 1000 TWh by 2021 [1]
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