The purpose of this study is to investigate the factors influencing consumers’ renewable energy usage intentions. By integrating additional variables such as awareness and cost we have extended theory of planned behaviour (TPB) to examine the possible influence on consumers’ renewable energy usage intentions. Data is collected from household consumers in joint cities of Rawalpindi and Islamabad and is analysed using SPSS. Results revealed that the influence of cost and awareness is negative, whereas, perceived behavioural control, social norms, and attitude are affecting positively. The findings of this study have several managerial and policy-making implications in a developing country context.

Authors: Shah Rukh Shakeel, Saleem ur Rahman, Sohail Kamran

Published in: World Congress on Sustainable Technologies (WCST-2017)

  • Date of Conference: 11-14 December 2017
  • DOI: 10.20533/WCST.2017.0005
  • ISBN: 978-1-908320-78-0
  • Conference Location: University of Cambridge, UK