Are We “Green”? An Empirical Investigation of Renewable Electricity Consumption

Mounting environmental concerns are prompting consumers to consider the purchase of green electricity. Using the Theory of Planned Behavior, this study explores the effects of environmental knowledge, altruism, political orientation, locus of control, involvement and environmental concern on attitudes, intentions and behaviors towards green electricity purchase. Using regression, the findings indicate that the purchase of green electricity can be explained by environmental knowledge, altruism, environmental concern, involvement in electricity purchases and social influence. Results suggest that to increase the uptake of green electricity, marketers should increase product involvement, appeal to consumer’s environmental concern and altruism, increase consumer’s level of environmental knowledge and encourage word-of-mouth communications. Theoretical and managerial implications are discussed.


Angela Paladino and Julien Baggiere (2007) ,"Are We “Green”? An Empirical Investigation of Renewable Electricity Consumption", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 340-341.


Angela Paladino, The University of Melbourne, Australia
Julien Baggiere, The University of Melbourne, Australia


E - European Advances in Consumer Research Volume 8 | 2007

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