Hk. Bang et al., Consumer concern, knowledge, belief, and attitude toward renewable energy:An application of the reasoned action theory, PSYCHOL MAR, 17(6), 2000, pp. 449-468
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.