Harnessing Green Energy: An Analysis of Indonesian Consumers' Adoption Behaviors
Subject Areas : Statistical methods in industrial engineering
Joko Sulistio
1
*
,
Budisantoso Wirjodirdjo
2
,
Putu Dana Karningsih
3
1 - Universitas Islam Indonesia, Yogyakarta, Indonesia
2 - Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia
3 - Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia
Keywords: consumer behavior, green electricity, Theory of Planned Behavior, religious belief, government policy ,
Abstract :
As climate change intensifies and global electricity demand rises, this study explores the factors influencing Indonesian consumers' adoption of green electricity, which is vital for transitioning to sustainable energy. This research utilizes the Theory of Planned Behavior (TPB) as its theoretical foundation, supplemented by an extensive survey of 203 Indonesian consumers. Structural Equation Modeling (SEM) was employed to rigorously analyze the relationships between key variables, including attitudes, subjective norms, perceived behavioral control, knowledge, environmental concern, and religious beliefs. The findings demonstrate that consumers in Indonesia generally hold positive attitudes toward green electricity, which significantly drives their intention to adopt it. However, contrary to TPB's conventional assumptions, subjective norms and perceived behavioral control do not substantially impact their decision-making process. Knowledge and environmental concerns also fail to influence consumers' attitudes or intentions significantly. Interestingly, religious beliefs influence subjective norms but do not directly affect attitudes or intentions toward green electricity. This study contributes to the literature on sustainable energy adoption by highlighting the predominant role of consumer attitudes in the Indonesian context while challenging the relevance of other TPB constructs. The insights gained from this research can assist policymakers and industry stakeholders in designing more targeted strategies to promote green electricity adoption in Indonesia, emphasizing cultivating positive attitudes and the integration of culturally relevant motivators.
Agency, I. E. (2022). International Energy Agency (IEA) World Energy Outlook 2022. In (pp. 524).
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In (pp. 11-39): Springer.
Ajzen, I. (1991). The Theory of Planned Behavior. In (pp. 179-211).
Ajzen, I. (2011). The Theory of Planned Behaviour: Reactions and Reflections. In.
Ajzen, I. (2020). The Theory of Planned Behavior: Frequently Asked Questions. In.
Ajzen, I., , Schmidt, P., & (2020). Changing Behavior Using the Theory of Planned Behavior. In (pp. 17–31).
Ajzen, I., & Fishbein, M. (2021). The Influence of Attitudes on Behavior. In (pp. 187-236).
Ajzen, I., & Schmidt, P. (2020). Changing Behavior Using the Theory of Planned Behavior. In (pp. 17–31).
Alam, S. S., Ahmad, M., Othman, A. S., Shaari, Z. B. H., & Masukujjaman, M. (2021). Factors affecting photovoltaic solar technology usage intention among households in Malaysia: Model integration and empirical validation. In (Vol. 13, pp. 1-20).
Ali, M. R., , Shafiq, M., , Andejany, M., & (2021). Determinants of consumers’ intentions towards the purchase of energy efficient appliances in pakistan: An extended model of the theory of planned behavior. In.
Allini, A., Ferri, L., Maffei, M., & Zampella, A. (2017). The Effect of Perceived Corruption on Entrepreneurial Intention: Evidence From Italy. In.
Amalia, F. A., , Sosianika, A., , Suhartanto, D., & (2020). Indonesian Millennials’ Halal food purchasing: merely a habit? In (Vol. 122, pp. 1185-1198).
Anal, D. P., & Singh, K. T. (2023). Entrepreneurial Intention Theories. In.
Anh, N. T. V., Tung, H. T., & Uyen, T. P. C. (2022). The Factors Affect the Online Learning Behaviour of Students. In.
Arısal, İ., & Atalar, T. (2016). The Exploring Relationships between Environmental Concern, Collectivism and Ecological Purchase Intention. In (Vol. 235, pp. 514-521).
Arli, D., Tjiptono, F., Casidy, R., & Phau, I. (2018). Investigating the impact of young consumers’ religiosity on digital piracy. In (Vol. 42, pp. 792-803).
Asif, M. H., Zhongfu, T., Ahmad, B., Irfan, M., Razzaq, A., & Ameer, W. (2023). Influencing factors of consumers’ buying intention of solar energy: a structural equation modeling approach. In (Vol. 30, pp. 30017-30032): Springer Berlin Heidelberg.
Bai, C., Chen, Z., & Wang, D. (2023). Transportation carbon emission reduction potential and mitigation strategy in China. Science of The Total Environment, 873, 162074.
Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. In (Vol. 84, pp. 191-215).
Bang, H.-k., , Alexander, E., , Patrick, A., & (2000). Consumer concern , knowledge , belief , and attitude toward renewable ... In.
Bhutto, M. Y., , Soomro, Y. A., , Yang, H., & (2022). Extending the Theory of Planned Behavior: Predicting Young Consumer Purchase Behavior of Energy-Efficient Appliances (Evidence From Developing Economy). In.
Bhutto, M. Y., Liu, X., Soomro, Y. A., Ertz, M., & Baeshen, Y. (2021). Adoption of energy‐efficient home appliances: Extending the theory of planned behavior. In.
Bosnjak, M., Ajzen, I., & Schmidt, P. (2020). The theory of planned behavior: Selected recent advances and applications. In (Vol. 16, pp. 352-356).
Choo, P., , Krishnaswamy, J., , Ho, R. C., , Fauzan, M. F. B., & (2022). Review on Determinants Influencing Solar PV Adoption in Malaysia: A Conceptual Framework. In (Vol. 18, pp. 1340 – 1351).
Coad, A., De Haan, P., & Woersdorfer, J. S. (2009). Consumer support for environmental policies: An application to purchases of green cars. Ecological Economics, 68(7), 2078-2086.
Daiyabu, Y. A., , Manaf, N. A. A., , Mohamad Hsbollah, H., & (2023). Extending the theory of planned behaviour with application to renewable energy investment: the moderating effect of tax incentives. In.
Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California management review, 54(1), 64-87.
Dörnyei, Z., & Griffee, D. T. (2010). Research Methods in Applied Linguistics. In (Vol. 1, pp. 181-183).
Drews, S., & Bergh, J. C. J. M. V. D. (2015). What explains public support for climate policies ? A review of empirical and experimental studies. In.
Du, J., , Pan, W., & (2021). Examining energy saving behaviors in student dormitories using an expanded theory of planned behavior. In.
Duncan, E., Forbes-McKay, K., & Henderson, S. (2012). Alcohol Use During Pregnancy: An Application of the Theory of Planned Behavior1. In.
Duong, C. D., Nguyen, B. N., Doan, X. H., Nguyen, V. H., & Vu, A. T. (2024). “I do believe in karma”: understanding consumers' pro-environmental consumption with an integrated framework of theory of planned behavior, norm activation model and self-determination theory. In (Vol. 35, pp. 270-298): Emerald Publishing Limited.
Elahi, E., Khalid, Z., & Zhang, Z. (2022). Understanding farmers’ intention and willingness to install renewable energy technology: A solution to reduce the environmental emissions of agriculture. In (Vol. 309).
Elizur, D., & Sagie, A. (1999). Facets of personal values: A structural analysis of life and work values. In (Vol. 48, pp. 73-87).
Etikan, I. (2016). Comparison of Convenience Sampling and Purposive Sampling. In (Vol. 5, pp. 1).
Fishbein, M. (1980). A theory of reasoned action: some applications and implications. In (Vol. 27, pp. 65-116).
Geels, F. W., Sovacool, B. K., Schwanen, T., & Sorrell, S. (2017). The socio-technical dynamics of low-carbon transitions. Joule, 1(3), 463-479.
Ghazali, E. M., , Mutum, D. S., , Ariswibowo, N., & (2018). Impact of religious values and habit on an extended green purchase beh aviour model. In (Vol. 42, pp. 639-654).
Greeley, A. (1993). Religion and Attitudes toward the Environment. In (Vol. 32, pp. 19).
Hamouri, B. M. (2023). Predicting energy-saving behavior in Saudi Arabia using theory of planned behavior. In.
Harrison, L., Stephan, K., & Friston, K. (2007). CHAPTER 38 - Effective Connectivity. In K. FRISTON, J. ASHBURNER, S. KIEBEL, T. NICHOLS, & W. PENNY (Eds.), (pp. 508-521): Academic Press.
Hebert, E. A., Vincent, N., Lewycky, S., & Walsh, K. T. (2010). Attrition and Adherence in the Online Treatment of Chronic Insomnia. In.
Hua, L., , Wang, S., & (2019). Antecedents of Consumers ’ Intention to Purchase Energy-E ffi cient Appliances : An Empirical Study Based on the Technology Acceptance Model and Theory of Planned Behavior. In.
Idrees, F., Hassan, H., Syed, T., Ahmad, S. N., & Khan, M. M. (2022). Perceived Behavioral Control Mediates the Relationship Between Personal Characteristics and Psycho-Sociological Factors, and Entrepreneurial Inten-Tions. In.
IPCC. (2021). Summary for Policymakers. In V. Masson-Delmotte, P. Zhai, A. Pirani, S.L. Connors, C. Péan, S. Berger, N. Caud, Y. Chen, L. Goldfarb, M.I. Gomis, M. Huang, K. Leitzell, E. Lonnoy, J.B.R. Matthews, T.K., Maycock, T. Waterfield, O. Yelekçi, R. Yu, and B. Zhou (Ed.): Cambridge University Press.
Istiasih, H. (2022). Ethics of Halal and Thayyib Food Consumption Behavior: The Era of Post Pandemic COVID-19. In.
Jänicke, M. (2012). “Green growth”: From a growing eco-industry to economic sustainability. Energy policy, 48, 13-21.
Jeffries, F. L. (2011). Predicting Safety Related Attitudes in the Workplace: The Influence of Moral Maturity and Emotional Intelligence. In.
Jones, W. M., Smith, S., & Cohen, J. (2017). Preservice Teachers' Beliefs About Using Maker Activities in Formal K-12 Educational Settings: A Multi-Institutional Study. In.
Kasri, R. A., & Chaerunnisa, S. R. (2022). The role of knowledge, trust, and religiosity in explaining the online cash waqf amongst Muslim millennials. In (Vol. 13, pp. 1334-1350).
Khan, N., Sarwar, A., & Tan, B. C. (2021). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. In (Vol. 12, pp. 1461-1476).
Khotimah, S. K., Prasetyo, K., Prasetya, S. P., & Nasution, N. (2022). Housewives’ Lifestyle and Behavior of Debt Dependency on Bank Thitil. In.
Kotler, P., & Keller, K. L. (2016). Marketing management. In (15th ed., ed., pp. 118): Pearson Education Limited.
Lee, C.-C., & Hussain, J. (2024). A carbon neutral supply chain management by considering emission-risk minimization and green purchasing through optimal decision-making. Environmental Research, 251, 118662.
Liobikienė, G., Dagiliūtė, R., & Juknys, R. (2021). The determinants of renewable energy usage intentions using theory of planned behaviour approach. In (Vol. 170, pp. 587-594).
Lopes, J. R. N., Kalid, R. d. A., Rodríguez, J. L. M., & Ávila Filho, S. (2019). A new model for assessing industrial worker behavior regarding energy saving considering the theory of planned behavior, norm activation model and human reliability. In (Vol. 145, pp. 268-278): Elsevier.
Minton, E. A., , Kahle, L. R., , Kim, C.-H., & (2015). Religion and motives for sustainable behaviors: A cross-cultural compa rison and contrast. In (Vol. 68, pp. 1937-1944).
Nicholson, W., & Snyder, C. M. (2014). Intermediate microeconomics and its application. In: Cengage Learning.
Nie, H., Vasseur, V., Fan, Y., & Xu, J. (2019). Exploring reasons behind careful-use, energy-saving behaviours in residential sector based on the theory of planned behaviour: Evidence from Changchun, China. In.
Ojwan’g, M. A. (2019). Demographics of Students in Their Perspectives on Examination Cheating in Basic Education in Kenya. In.
Peng, W., Xin, B., & Xie, L. (2023). Optimal strategies for production plan and carbon emission reduction in a hydrogen supply chain under cap-and-trade policy. Renewable energy, 215, 118960.
Persky, J. (1995). The Ethology of Homo Economics. In (Vol. 9, pp. 221-231).
Pollard, C. E. (2015). Applying the Theory of Planned Behavior to Computer Energy Saving Behavioral Intention and Use at Work Americas Conference on Information Systems Applying the Theory of Planned Behavior to Individual Computer Energy Saving Behavioral Intention and Use at. In.
Qian, L., Li, F., Zhao, X., Liu, H., & Liu, X. (2022). The Association between Religious Beliefs and Food Waste: Evidence from Chinese Rural Households. In (Vol. 14, pp. 1-15).
Ramasamy, B., Yeung, M. C. H., & Au, A. K. M. (2010). Consumer Support for Corporate Social Responsibility (CSR): The Role of Religion and Values. In (Vol. 91, pp. 61-72).
Rietveld, C. A., & Hoogendoorn, B. (2022). The mediating role of values in the relationship between religion and entrepreneurship. In (Vol. 58, pp. 1309-1335): Small Business Economics.
Santos, V., Gomes, S., & Nogueira, M. (2021). Sustainable packaging: Does eating organic really make a difference on product-packaging interaction? In (Vol. 304).
Srivastava, C., & Mahendar, G. (2018). Intention to adopt sustainable energy: Applying the theory of planned behaviour framework. In.
Steg, L., Bolderdijk, J. W., Keizer, K., & Perlaviciute, G. (2014). An integrated framework for encouraging pro-environmental behaviour: The role of values, situational factors and goals. Journal of Environmental psychology, 38, 104-115.
Stern, P. C. (2011). Contributions of psychology to limiting climate change. American psychologist, 66(4), 303.
Stokes, L. C., & Warshaw, C. (2017). influence public support in the United States. In (Vol. 17107, pp. 1-6).
Sun, P. C., Wang, H. M., Huang, H. L., & Ho, C. W. (2020). Consumer attitude and purchase intention toward rooftop photovoltaic installation: The roles of personal trait, psychological benefit, and government incentives. In (Vol. 31, pp. 21-39).
Thaler, R. H. (2018). Behavioral economics: Past, present, and future [Economia do comportamento: Passado, presente e futuro] [Economía del comportamiento: Pasado, presente y future]. In (Vol. 20, pp. 9-43).
Urbatsch, R., & Wang, Y. (2021). Are religious individuals against renewables? Exploring religious beliefs and support for government investment in energy transitions in the United States. In (Vol. 81): Elsevier Ltd.
Wang, Y., & Lin, Y.-S. (2016). Determinants of Internet Entrepreneurship Intentions Among Business School Students. In.
Wang, Z., Zhang, B., & Li, G. (2014). Determinants of energy-saving behavioral intention among residents in Beijing: Extending the theory of planned behavior. In.
Waris, I., , Hameed, I., , Ali, R., & (2023). Predicting household sign up for solar energy: an empirical study based on the extended theory of planned behavior. In.
Waris, I., & Ahmed, W. (2020). Empirical evaluation of the antecedents of energy-efficient home appliances: application of extended theory of planned behavior. In.
Wüstenhagen, R., Wolsink, M., & Bürer, M. J. (2007). Social acceptance of renewable energy innovation: An introduction to the concept. Energy policy, 35(5), 2683-2691.
Xin, Y., & Long, D. (2023). Linking eco-label knowledge and sustainable consumption of renewable energy: A roadmap towards green revolution. In.
Xu, T., Kang, C., & Zhang, H. (2022). China's efforts towards carbon neutrality: does energy-saving and emission-reduction policy mitigate carbon emissions? Journal of Environmental Management, 316, 115286.
Yee, C. H., Al-Mulali, U., & Ling, G. M. (2022). Intention towards renewable energy investments in Malaysia: extending theory of planned behaviour. In.
Yüzüak, A. V., & Erten, S. (2018). An evaluation of science teacher canditates’ energy saving behavior intention based on the theory of planned behaviour [Fen bilimleri öğretmen adaylarının enerji tasarrufu yapma davranış amaçlarının planlanmış davranış teorisi temelinde değerlendirilmesi]. In.
Zulu, S., Zulu, E., & Chabala, M. (2022). Factors influencing households' intention to adopt solar energy solutions in Zambia: insights from the theory of planned behaviour. In.