Consumer concern, knowledge, belief, and attitude toward renewable energy:An application of the reasoned action theory

As conventional energy resources dry up and pollution increases, utility co mpanies and policy makers seek to develop new energy programs that are more environmentally sound and replenishable. Renewable energy has emerged as a n alternative energy resource, but its marketing has not been successful de spite widespread consumer concern about the environment. Using the theory o f reasoned action as a theoretical framework, the current research investig ates the relationship of three variables (concern with the environment, kno wledge about renewable energy, and beliefs about salient consequences of us ing renewable energy) with consumer attitude toward paying a premium for re newable energy. As predicted by the theory of reasoned action, a positive r elationship between beliefs about salient consequences and attitudes toward paying more for renewable energy was found. Overall concern levels were qu ite high for consumers in the sample, whereas knowledge levels were relativ ely low. Interestingly, it was found that consumer concern failed to transl ate into heightened knowledge about renewable energy. The study suggests th at the consumer's environmental concern and beliefs about renewable energy to date are more emotionally. charged than fact- or knowledge-based. Implic ations for marketing strategies and consumer education are provided. (C) 20 00 John Wiley & Sons, Inc.