Factors influencing consumers’ behavioral intentions to use renewable energy in the United States residential sector
Alaa Masrahi, Jyh-Hone Wang, Alhussin K. Abudiyah
Abstract
While energy consumption in the United States residential sector has a complex relationship with users’ physical, demographic, and behavioral characteristics, academic research has recognized the role of social acceptance in the immediate and long-term use of renewable energy. This study sought to understand how users’ physical, demographic, socioeconomic, and behavioral characteristics impact their acceptance of renewable energy in the residential sector in the U.S. Specifically, this study tested the theory of planned behavior (TPB) research model and included the “willingness to pay” construct to predict consumers’ intentions to use renewable energy. Twenty-two states, which are responsible for over 20% of the total energy produced from renewable sources, were included in the study. The findings showed that the average household income in the residential sector has an important effect on consumers’ intentions to use renewable energy. Furthermore, the study’s results are consistent with the TPB structural equation model. In this case, the subjective norm (perceived behavioral control) and the willingness to pay construct significantly affected consumers’ intentions to use renewable energy, while attitudes toward the behavior did not. Limitations of the study and suggestions for future research are also discussed.