Marius Claudy|Mark Peterson|Aidan O’Driscoll
Understanding the Attitude-Behavior Gap for Renewable Energy Systems Using Behavioral Reasoning Theory
University College Dublin|University of Wyoming
consumer adoption renewable energies important step towards less carbonintensive sustainable energy systems despite growing ecological awareness articulated preferences green products renewable energies face slow rates diffusion consumer markets hard explain given consumers favorability concept products lower ones impact natural environment study uses data 254 homeowners ireland investigate psychological process adopting renewable energy system solar energy panels applying behavioral reasoning theory brt research examines proposed model reasons adopting solar panels mediate relationship consumers attitudes values adoption intentions results suggest model generally supported reasons adoption reasons adoption countervailing influences psychological processing adoption intentions findings suggest researchers marketers include mediating constructs reasons adoption ii reasons adoption iii attitudes toward technology attempting explain consumers think adoption renewable energy systems