Consumer Concern, Knowledge, Belief, and Attitude toward Renewable Energy: An Application of the Reasoned Action Theory.

Using the theory of reasoned action as a theoretical framework, the current research investigates the relationship of concern with the environment, knowledge about renewable energy, and beliefs about salient consequences of using renewable energy with consumer attitude toward paying a premium for renewable energy. 343 electric bill payers were surveyed. As predicted by the theory of reasoned action, a positive relationship between beliefs about salient consequences and attitudes toward paying more for renewable energy was found. Overall concern levels were quite high for consumers in the sample, whereas knowledge levels were relatively low. It was found that consumer concern failed to translate into heightened knowledge about renewable energy. The results suggest that the consumer's environmental concern and beliefs about renewable energy to date are more emotionally charged than fact-or knowledge-based. Implications for marketing strategies and consumer education are provided.