Australian Consumers’ Green Energy Choices: A PLS-SEM Analysis of TRA and SCT

As the adoption of green energy consumption practices becomes a crucial element for sustainable development in combating climate change, this study investigates the interplay among four psychological factors that drive green energy purchase intention: consumer attitude, social norm, environmental concern, and moral reflectiveness. Structured questionnaires were used to gather data (n=205). The study employed the PLS-SEM approach to test the data set and found good results that met our study goals. The findings suggest that consumers' moral and ethical commitment to environmental stewardship may influence their green energy use beyond environmental considerations. From a management point of view, the study gives marketing experts in the green energy sector useful information. This study addresses a notable gap in Australian research by integrating psychological models to understand green energy purchase intentions.