A moderated mediation model to predict the adoption intention of renewable wind energy in developing countries

Abstract

Developing countries are deprived of resources, and their economies are dwindling. Energy shortfall is one of the leading issues in developing countries that not only shatter economies but is the leading cause of depletion of natural resources and environmental pollution. There is an urgent need to shift to renewable energy sources to save economies and natural resources and to save our ecological system. Aiming for this, we have collected a cross-sectional data set to study the household intentions of shifting to wind energy and analysed the moderated mediation interactions of the variable to better understand socio-economic and personal factors. 840 responses were analysed using smart-PLS 4.0; results revealed that cost value and social influence directly relate to renewable energy adoption. Environmental knowledge directly influences attitude towards the environment, and health consciousness influences perceived behavioural control. Results also revealed that social influence strengthens the indirect relationship between awareness of renewable energy and its adoption, while it weakens the indirect relationship between health consciousness and renewable energy adoption.