Intend to use Green Energy?

The interest to use of green energy has been rising globally. However, there is scarce research in the domain of sustainable marketing and green energy (GE), despite the importance of this area. In this study, considering the Theory of Planned Behaviour (TPB, Ajzen, 1991), environmental attitude about GE, social influence toward GE and willingness to pay (WTP) for green energy were analysed as determinants of the intention to use green energy (IG). WTP is added to TPB to identify whether its effect on the intention to use green energy. The statistical tools in the SmartPLS3 software package were then employed to analyse the reliability of variables and hypothesised relationships in the research model. The findings indicated that WTP was the strongest predictor of IG (β=0.583), followed by social influence (β=0.356) and environmental attitudes (β=0.287). The present study contributes to research by furthering understanding of the respective relevance of factors include environmental attitudes, social influence and WTP determining the IG. To author’s best knowledge, this paper is one of the initial attemptsto understand the consumers' intention to use green energy using WTP in the Australian context. The research contributes not only by empirically testing the TPB in green energy context but also by demonstrating the major factors determining everyday green energy purchase intention and their respective relevance for marketing practice. Implications for theory and marketing implications are provided.