Abstract
Low market adoption has been a real challenge to Pakistan`s renewable energy growth. This research investigated the factors that influence the intention to use renewable energy in Pakistan. This research was conducted to examine the influences of renewable energy and marketing factors on purchase intention through attitude. It analyzed seven concepts: social media exposure, relative advantage, ease of use, awareness, cost, attitude, and purchase intention and deliberated their relationships. The conceptual framework is based on the theory of planned behavior and the unified theory of acceptance. The primary purpose of this study is to examine the influence of (social media exposure, relative advantage, ease of use, awareness, and cost) on purchase intention with the indirect effect of attitude. Proposed hypotheses have been tested using structured questionnaires through SPSS (AMOS) based on a sample of 497 respondents from Pakistan. Structural equation modeling technique was used to analyze the studied variables’ relationships (social media exposure, relative advantage, ease of use, and ease of use, awareness, and cost) and attitude with purchase intention. Study findings show that attitude has a major mediating effect on the relationship between purchase intention and (social media exposure, relative advantage, ease of use, awareness, and cost). The main findings revealed interesting consumer purchase intention regarding renewable energy technology. The results showed a significant positive relationship between influential determinants (social media exposure, relative advantage, ease of use, awareness, and cost) and purchase intention towards the use of renewable energy technology. This study suggests that these marketing approaches can be used as a brand marketing strategy to enhance customer purchase intention. The study’s findings will help in making decision in the renewable energy sub-sector. Furthermore, the findings of this study could be used as a reference by the government when making decisions about renewable energy deployment.
Highlights
The widespread usage of fossil fuels has caused many environmental issues, including environmental disruption and degradation (Irfan et al, 2020)
This research is designed to check the significance of renewable energy sources (REs) as a sustainable source of clean energy and its components on the one hand, and the attitude that mediates the relationship between and purchase intention on the other hand
The perceived value of social media advertising is severely impacted by intrusiveness and privacy concerns about the use of renewable energy (Arora and Agarwal, 2019)
Summary
The widespread usage of fossil fuels has caused many environmental issues, including environmental disruption and degradation (Irfan et al, 2020). Climate change is another phenomenon that harms human existence and the environment (Handmer and Dovers, 2013). The technology acceptance model identifies attitude as a mediator between purchase intention and renewable energy components towards the utilization of renewable energy. In light of the foregoing and the findings of studies such as those by Patil et al (2020), we attempted to investigate the role of attitude as a mediator in the relationship of the Unified theory of acceptance and use of technology (UTAUT) principal components with the behavior intention of the consumer
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
