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Fazal, S.A.; Hayat, N.; Al Mamun, A. Adoption of Renewable Energy Sources. Encyclopedia. Available online: https://encyclopedia.pub/entry/51421 (accessed on 02 May 2024).
Fazal SA, Hayat N, Al Mamun A. Adoption of Renewable Energy Sources. Encyclopedia. Available at: https://encyclopedia.pub/entry/51421. Accessed May 02, 2024.
Fazal, Syed Ali, Naeem Hayat, Abdullah Al Mamun. "Adoption of Renewable Energy Sources" Encyclopedia, https://encyclopedia.pub/entry/51421 (accessed May 02, 2024).
Fazal, S.A., Hayat, N., & Al Mamun, A. (2023, November 10). Adoption of Renewable Energy Sources. In Encyclopedia. https://encyclopedia.pub/entry/51421
Fazal, Syed Ali, et al. "Adoption of Renewable Energy Sources." Encyclopedia. Web. 10 November, 2023.
Adoption of Renewable Energy Sources
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This entry is adapted from the peer-reviewed paper 10.3390/su152115387

Energy is the determining factor of well-being and sustainable development. Global energy consumption depends on fossil fuels, such as natural gases, oil, and coal, contributing to global economic progress. However, this situation has deteriorated human health, social well-being, and environmental sustainability, with issues such as air pollution, acid rain, and global climate change. Consequently, sustainable development strategies have been widely followed around the world. 

low-income households renewable energy rural Malaysia sustainable development

1. Renewable Energy and Sustainable Development

Sustainability and energy independence represent two major challenges in energy decision-making models [1]. Renewable energy, encompassing solar, wave, hydropower, wind, geothermal power, and waste energy, reflects one of the most effective and efficient solutions to environmental problems that we confront today, and hence the link between renewable energy and sustainable development is intimate [2][3]. Due to global economic uncertainty, renewable energy technologies with low carbon emissions (or that are carbon neutral) have become important for sustainability as environmental concerns rise, coupled with escalating labor and utility costs [2]. Unlike fossil-based technologies, the financial and operating costs of renewable energy-based technologies that are modular and flexible remain low. Empirically, Güney [4] found that renewable energy has a positive and statistically significant effect on sustainable development both in developed as well as developing nations. This means that as renewable energy adoption increases, the level of sustainable development increases. According to Bishoge et al. [3], renewable energy development is crucial for sustainable development goals (SDGs) and for realizing sustainable development globally. Specifically, D’Adamo et al. [1] showed how political (subsidies, tax deduction) as well as market (selling price, purchase price) conditions relate to the profitability of photovoltaic plants, wherein the share of self-consumption plays a key role in the development of a sustainable community. Furthermore, Güney [4] stressed that extensive adoption of renewable energy is highly important to progress toward achieving the 2030 Sustainable Development Goals. In particular, renewable energy and this research relate to the 7th SGD Goal regarding access to reliable, affordable, modern, and sustainable energy. Based on the above, researchers argue that advancements toward self-consumption, sustainable communities, and broadly sustainable development depend on the adoption of renewable energy sources by the mass population. By stressing the improvement of the adoption rates of renewable energy sources in our everyday lives, this research aspires to raise awareness regarding the 2030 agenda, particularly by revealing the significant determinants of renewable energy adoption by low-income households in emerging economies.

2. Underlying Theory

Although clean energy and its multiple benefits have received increasing support from governments and organizations worldwide, previous studies note that mass adoption is an essential consideration for the efficient deployment of renewable energy [5][6]. The current work examines the socio-psychological factors of the intention and behavior to adopt renewable energy. This research applies the theory of planned behavior (TPB), a well-established socio-psychological model [7]. This theory describes an individual’s actual behavior as an observable response determined by behavioral intention, attitudes, subjective norms, and perceived behavioral control of the individual [7][8][9]. In TPB, an attitude refers to the extent of an individual’s favorable or unfavorable assessment or appreciation of the outcome of a behavior. Subjective norms refer to perceived social pressure to initiate or avoid the behavior. Subsequently, perceived behavioral control refers to the degree to which an individual perceives that his behavior is difficult or easy to execute (under his voluntary control) [9]. Although TPB is a mature socio-psychological model, researchers have integrated other constructs to predict behavioral intent and improve the model’s predictive power [10]. Ajzen [9] suggested that perceived benefits and environmental concerns, motivation, skills, and knowledge are determinants of attitude toward the environment, subjective norms, and perceived behavioral control, respectively.

3. Variables of Interest

Attitude towards Environment (ATE) is the first construct in the TPB framework. TPB predicts that individuals with optimistic attitudes toward the environment intend to buy or use green products [9][11]. Yazdanpanah et al. [10] established that attitude refers to a person who thinks that supporting renewable energy can encourage their will to use renewable resources. Wee et al. [12] pointed out that an individual’s willingness to demonstrate behavior precedes their attitude towards a specific behavior. Zhang et al. [7] also confirmed this attitude as a salient determinant of consumers’ ecological purchasing intentions. Mustafa et al. [13] confirmed that the attitude towards renewable energy investment is significantly associated with the intention to invest in renewable energy. To extend the framework of TPB, this research identified perceived benefit as a dimension of attitude towards the environment. A perceived benefit can be defined as an advantage obtained by individuals by adopting a behavior or the effectiveness of an action [14]. A lack of knowledge about the benefits of renewable energy can hinder the consumption of renewable energy [7]. Previous studies have pointed out that perceived environmental benefits can improve attitudes and intentions to consume renewable energy [11]. Abbas et al. [15] argued that cost benefits are essential determinants of using renewable energy. Yazdanpanah et al. [10] argued that deploying and implementing renewable energy sources can only be efficient and sustainable when the public is aware of their benefits. A high perceived benefit is likely to influence the environmental attitude and consumption of renewable energy [14].
Environmental concern, the other conceived dimension of attitude, is defined as the consumer’s emotional involvement in various environmental problems [7]. Claudy et al. [11] noted that ecological concerns have become the reason for the growing demand for green products, and it is an attractive reflection of the choice of ecological life. Cheung, Lau, and Lam [16] mentioned that environmental concern is one of the factors that consumers consider when making green purchases. Maichum, Parichatnon, and Peng [17] pointed out that individual environmental concern facilitates the expression of positive attitudes towards the environment and, in turn, the intention and consumption of renewable energy. Zhang et al. [7] argued that environmental concerns could also determine consumers’ attitudes. The current study hypothesizes that ATE influences the effect of perceived benefits and environmental concerns on intention towards renewable energy consumption (ITRE). 
TPB predicts that individuals who feel social pressure to adopt a green lifestyle are more likely to develop an intention to consume green products [8][9]. Wee et al. [12] noted that an individual’s willingness to demonstrate behavior is linked to their SUN. Zhang et al. [7] confirmed that Subjective Norms (SUN) could determine consumers’ green purchasing intentions. On the contrary, Yazdanpanah et al. [6] found that SUN does not influence the intention to consume renewable energy. This research conceptualized motivation as a determinant of SUN. TPB has suggested that the actual behavior of an individual in acting is guided by his motivation or plan [10]. From an organizational perspective, Malynovska et al. [18] proposed that for a fruitful focus on sustainable energy, a method for motivating employees is needed that allows the formation of diverse parameters of the optimal structure of fixed and commission remuneration payments for individuals to maximize their utility. Earlier, Hartmann and Apaolaza-Ibáñez [19] noted that motivation influencing concern for the well-being of others (altruism) could guide them to contribute to the common good by choosing green products rather than non-green alternatives or by consuming renewable energy rather than conventional alternatives. However, less attention has been paid to the motivational aspects of behavior change in TPB. There is expected to be an indirect effect of motivation on ITRE through SUN. The present work argues the effect of motivation will affect SUN and have an indirect effect on ITRE. SUN is expected to mediate the effect of motivation on ITRE. 
Perceived Behavioral Control (PBC) represents the degree to which an individual feels that his behavioral performance is under voluntary control [20]. According to TPB, individuals with high behavioral control perceive that environmentally friendly adoption is easy, and they are likely to develop the intention to consume green products [8][9]. Wee et al. [12] stated that behavioral intentions were an indication of willingness to perform behavior based on PBC. PBC is characterized by an individual’s beliefs about their ownership of resources and their chances of demonstrating behavior that influences decisions through behavioral intention [21]. This research extended that Skills and Knowledge are determinants of PBC. Insufficient technical knowledge and skills can lead to less adoption of green products, thus limiting renewable energy consumption [22]. Claudy et al. [11] indicated that the explanatory power of the pro-environmental determinants could decrease in situations where individuals have limited knowledge, financial resources, or ecological knowledge. A lack of public knowledge can weaken the usefulness of emerging technologies and innovation [6]. This research argues that individuals’ skills and knowledge about renewable energy will affect their PBC, and PBC is expected to affect ITRE. It is expected that PBC mediates the relationship between skills and knowledge and ITRE. Based on the theory and literature [7][9], the study hypothesized that PBC mediates the relationship between skills and knowledge of ITRE.
TPB proposes that an individual’s actual action is determined by his or her behavioral intention [9]. Then, intentions are directly related to an individual’s subsequent behavior [11]. Behavioral intention is commonly used to predict actual behavior [21][23]. Yee et al. [8] further confirmed that the actual purchase behavior of green products was determined by the intention to purchase as an indication of individual readiness to perform green behavior. 

References

  1. D’Adamo, I.; Mammetti, M.; Ottaviani, D.; Ozturk, I. Photovoltaic systems and sustainable communities: New social models for ecological transition. The impact of incentive policies in profitability analyses. Renew. Energy 2023, 202, 1291–1304.
  2. Dincer, I. Renewable energy and sustainable development: A crucial review. Renew. Sustain. Energy Rev. 2000, 4, 157–175.
  3. Bishoge, O.K.; Zhang, L.; Mushi, W.G. The potential renewable energy for sustainable development in Tanzania: A review. Clean Technol. 2018, 1, 70–88.
  4. Güney, T. Renewable energy, non-renewable energy and sustainable development. Int. J. Sustain. Dev. World Ecol. 2019, 26, 389–397.
  5. Elmustapha, H.; Hoppe, T.; Bressers, H. Consumer renewable energy technology adoption decision-making; Comparing models on perceived attributes and attitudinal constructs in the case of solar water heaters in Lebanon. J. Clean. Prod. 2018, 172, 347–357.
  6. Yazdanpanah, M.; Komendantova, N.; Ardestani, R.S. Governance of energy transition in Iran: Investigating public acceptance and willingness to use renewable energy sources through socio-psychological model. Renew. Sustain. Energy Rev. 2015, 45, 565–573.
  7. Zhang, L.; Chen, L.; Wu, Z.; Zhang, S.; Song, H. Investigating Young Consumers’ Purchasing Intention of Green Housing in China. Sustainability 2018, 10, 1044.
  8. Yee, C.H.; Al-Mulali, U.; Ling, G.M. Intention towards renewable energy investment in Malaysia. Extending the theory of planned behavior. Environ. Sci. Pollut. Res. 2022, 29, 1021–1036.
  9. Ajzen, I. The theory of planned behavior. Organ. Behav. Hum. Decis. Process. 1991, 50, 179–211.
  10. Yazdanpanah, M.; Komendantova, N.; Shirazi, Z.N.; Linnerooth-Bayer, J. Green or in between? Examining youth perceptions of renewable energy in Iran. Energy Res. Soc. Sci. 2015, 8, 78–85.
  11. Claudy, M.C.; Peterson, M.; O’Driscoll, A. Understanding the attitude-behavior gap for renewable energy systems using behavioral reasoning theory. J. Macromark. 2013, 33, 273–287.
  12. Wee, C.S.; Ariff MS, B.M.; Zakuan, N.; Tajudin MN, M.; Ismail, K.; Ishak, N. Consumers perception, purchase intention and actual purchase behavior of organic food products. Rev. Integr. Bus. Econ. Res. 2014, 3, 378–397.
  13. Mustafa, S.; Zhang, W.; Sohail, M.T.; Rana, S.; Long, Y. A moderated mediation model to predict the adoption intention of renewable wind energy in developing countries. PLoS ONE 2023, 18, e0281963.
  14. Bozorgparvar, E.; Yazdanpanah, M.; Forouzani, M.; Khosravipour, B. Cleaner and greener livestock production: Appraising producers’ perceptions regarding renewable energy in Iran. J. Clean. Prod. 2018, 203, 769–776.
  15. Abbas, M.; Zhang, Y.; Koura, Y.H.; Su, Y.; Iqbal, W. The dynamics of renewable energy diffusion considering adoption delay. Sustain. Prod. Consum. 2022, 30, 387–395.
  16. Cheung, R.; Lau, M.; Lam, A. Factors affecting consumer attitude towards organic food: An empirical study in Hong Kong. J. Glob. Sch. Mark. Sci. 2015, 25, 216–231.
  17. Maichum, K.; Parichatnon, S.; Peng, K.-C. Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability 2016, 8, 1077.
  18. Malynovska, Y.; Bashynska, I.; Cichoń, D.; Malynovskyy, Y.; Sala, D. Enhancing the activity of employees of the communication department of an energy sector company. Energies 2022, 15, 4701.
  19. Hartmann, P.; Apaolaza-Ibáñez, V. Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. J. Bus. Res. 2012, 65, 1254–1263.
  20. Yazdanpanah, M.; Komendantova, N.; Zobeidi, T. Explaining intention to apply renewable energy in agriculture: The case of broiler farms in Southwest Iran. Int. J. Green Energy 2021, 19, 836–846.
  21. Zulu, S.; Zulu, E.; Chabala, M. Factors influencing households’ intention to adopt solar energy solutions in Zambia: Insights from the theory of planned behaviour. Smart Sustain. Built Environ. 2021, 11, 961–971.
  22. Chen, K.; Deng, T. Research on the Green Purchase Intentions from the Perspective of Product Knowledge. Sustainability 2016, 8, 943.
  23. Ajzen, I. Nature and operation of attitudes. Annu. Rev. Psychol. 2001, 52, 27–58.
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Subjects: Behavioral Sciences
Contributors MDPI registered users' name will be linked to their SciProfiles pages. To register with us, please refer to https://encyclopedia.pub/register :
Syed Ali Fazal
,
Naeem Hayat
,
Abdullah Al Mamun
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Revisions: 3 times (View History)
Update Date: 13 Nov 2023
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