The influence of consumers' intention factors on willingness to pay for renewable energy: a structural equation modeling approach

As the adoption of renewable power generation technologies (RPTs) is a complex and multidimensional process influenced by a variety of factors, it provokes traction among researchers to identify these influencing factors. This study aims to investigate the impact of consumers' intention factors on willingness to pay (WTP) for renewable energy (RE) in Pakistan. The current research has contributed through expanding the theoretical framework of the theory of planned behavior by adding two new constructs, i.e., belief about RE cost and environmental concern to better understand consumers' intentions towards adoption or prohibition of RPTs. Findings are based on the primary data gathered from 349 residents in the five major cities of Pakistan including, Karachi, Lahore, Faisalabad, Rawalpindi, and Multan by conducting a comprehensive survey. Structural equation modeling was employed for data analysis purposes. Research results indicate that the influencing factors such as attitude, subjective norms, and perceived behavioral control positively moderate the relationship between consumer's intention and WTP for RE, belief about RE cost has a negative effect, while environmental concern did not find to have a significant effect. Based on research findings, this study offered essential policy recommendations to fulfill the country's energy needs on its way to a future of sustainable development.