期刊
ENERGY RESEARCH & SOCIAL SCIENCE
卷 91, 期 -, 页码 -出版社
ELSEVIER
DOI: 10.1016/j.erss.2022.102753
关键词
Consumer behavior; Renewable energies; Protected values; Halo effect; Willingness to pay a premium; Adoption intention
资金
- National Science Foundation
- [NSF1737591]
The study found that consumers with high protected values are more likely to have a positive evaluation of renewable energy, willing to pay higher costs, and feel more comfortable, while consumers with low protected values are the opposite.
Drawing from research on the halo effect and protected values, consumers' adoption intentions and willingness to pay a premium for renewable energy were explored. Two theoretical models that involve moderated medi-ation were tested through two-instance repeated-measures linear regressions and non-parametric tests in a behavioral experiment with an Amazon MTurk sample. In line with the expected halo effect, the effects of the renewability of the energy sources on consumers' adoption intentions and willingness to pay a premium were mediated through consumers' perceived comfort. These mediation effects were stronger among consumers with high protected values compared to those with low protected values. The results suggest that the positive eval-uations of renewable energies by consumers with high protected values are mainly driven by those values. Conversely, consumers with low protected values would have lower adoption intentions, would be less willing to pay more, and they would not feel comfort at home when using renewable energy compared to consumers with high protected values.
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