What is it about?

This study aims to investigate people pro-environmental behavior toward solar energy. Solar energy is perceived as environment friendly because it does not need any fossil fuel and is free of greenhouse gas emission. Hence current research used to employ value-belief-norm theory with regard to solar energy to recognize people's interest for solar energy. Further this study also makes an effort for extend of value-belief-norm framework via using social norm as being a predictor of pro-environmental behavior and personal norm. This study follows positivism philosophy based on quantitative in nature. Proposed hypothesis was tested through deductive research approach. Data was collected through survey method. A non-probability convenience sampling technique was used for data collection. Approximately 1,000 online questionnaire were sent through different mediums on Internet, out of which 624 responses were received. Further this study used Smart-Pls 3 software for the analysis of data. Findings show that all hypothesis were approved except one. Furthermore, social norm was discovered as a positive indicator of personal norm, and pro-environmental behavior. Also, personal norm was found as mediating the relation between social norm and people's pro-environment behavior toward solar energy. This research also adds to the existing research in field of environmental sustainability. Furthermore, it would prove to be a rational document for policymakers and the government to develop strategies to overcome environment and energy related issues.

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Why is it important?

Due to the dependence on fossils fuel for energy generation, greenhouse gases are a global problem. To overcome this issue there is need use alternative ways to generate energy. As solar energy has the best potential to mitigate emissions and related negative consequences from conventional energy generation systems. So this study focuses to find best ways that alter the behavior of manufacturers, suppliers and potential users of solar energy to maximize their potential. Further this research also adds to the existing research in field of environmental sustainability. It would prove to be a rational document for policymakers and the government to develop strategies to overcome environment and energy related issues.

Perspectives

Novelty of the study can be recognised by the nature and descriptive framework proposed. The use of VBN theory allowed to understand people pro-environmental actions toward solar energy. As world is experiencing huge dangers from growing environmental issue due to the emission of greenhouse gasses. Nevertheless, it can be clearly deduced that the current study is the need of time specifically in contributing to both research and practice.

Mr Muhammad Awais
COMSATS Institute of Information Technology

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This page is a summary of: Assessing behavioral intentions of solar energy usage through value-belief-norm theory, Management of Environmental Quality An International Journal, April 2022, Emerald, DOI: 10.1108/meq-09-2021-0227.
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