Beijing Key Laboratory of New Energy and Low Carbon Development, School of Economics and Management, North China Electric Power University, Beijing, 102206, China.
Department of Building and Real Estate, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong, China.
Environ Sci Pollut Res Int. 2020 Jun;27(17):21747-21761. doi: 10.1007/s11356-020-08592-9. Epub 2020 Apr 11.
As the adoption of renewable power generation technologies (RPTs) is a complex and multidimensional process influenced by a variety of factors, it provokes traction among researchers to identify these influencing factors. This study aims to investigate the impact of consumers' intention factors on willingness to pay (WTP) for renewable energy (RE) in Pakistan. The current research has contributed through expanding the theoretical framework of the theory of planned behavior by adding two new constructs, i.e., belief about RE cost and environmental concern to better understand consumers' intentions towards adoption or prohibition of RPTs. Findings are based on the primary data gathered from 349 residents in the five major cities of Pakistan including, Karachi, Lahore, Faisalabad, Rawalpindi, and Multan by conducting a comprehensive survey. Structural equation modeling was employed for data analysis purposes. Research results indicate that the influencing factors such as attitude, subjective norms, and perceived behavioral control positively moderate the relationship between consumer's intention and WTP for RE, belief about RE cost has a negative effect, while environmental concern did not find to have a significant effect. Based on research findings, this study offered essential policy recommendations to fulfill the country's energy needs on its way to a future of sustainable development.
随着可再生发电技术（RPTs）的采用是一个复杂和多维度的过程，受到各种因素的影响，这引发了研究人员的兴趣，以确定这些影响因素。本研究旨在探讨消费者意向因素对巴基斯坦可再生能源（RE）支付意愿（WTP）的影响。本研究通过增加两个新的结构，即对 RE 成本的信念和环境关注，来扩展计划行为理论的理论框架，从而为更好地理解消费者对 RPTs 的采用或禁止的意向做出了贡献。研究结果基于从巴基斯坦五个主要城市（包括卡拉奇、拉合尔、费萨拉巴德、拉瓦尔品第和木尔坦）的 349 名居民收集的原始数据，通过全面调查进行。结构方程模型被用于数据分析。研究结果表明，态度、主观规范和感知行为控制等影响因素积极调节消费者意向与可再生能源支付意愿之间的关系，对 RE 成本的信念有负面影响，而环境关注则没有发现有显著影响。基于研究结果，本研究提出了一些重要的政策建议，以满足该国在可持续发展未来的能源需求。
