Emotional and Social Considerations Are Influencing Buying Behaviour of Green Energy Consumer
By: Nur 'Inayah Green energy has gained considerable research attention around the globe due to its ability to reduce environmental damage. However, even public policies are not necessary for full adoption of renewable energy; customers should be able to use green energy and contribute to environmental well-being. This ability will be increased by increasing the relative importance of renewable energy for customers. To do so, though, the current levels of perceived demand for green energy by customers have to be measured. Emotional and social considerations have been identified to be the main influence for buying behaviour of green energy consumer. A study has revealed that — it is not only the financial aspects that lead consumers to decide on adoption of green energy. Thus, government may devise pro-green energy policies and mass messaging that cater to consumers' sense of obligation to implement renewable energy on a voluntary basis without having to focus on financial rewar