“Keenly aware of environmental issues, yet wavering in conviction”: Understanding the factors influencing the consumers' willingness to pay for green energy
This paper aims to develop a framework to understand factors influencing millennial consumers’ intention and their willingness to pay (WTP) for green energy (GE) by extending the theory of planned behaviour (TPB). The study incorporates three additional constructs: belief about the cost of GE, conce...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-06-01
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| Series: | Sustainable Futures |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666188824002752 |
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