Enhancing Renewable Energy Product Consumption of Young Customers Through Sustainable Development Goals Knowledge: An Application of the Theory of Planned Behavior

This study aims to assess the influence of various factors on young customers’ intention to purchase renewable energy products by extending the Theory of Planned Behavior (TPB) model. Based on data collected from 690 respondents, the results of the SEM model analysis revealed that the intention to purchase renewable energy products is influenced by all three primary TPB constructs: attitude toward renewable energy products, perceived behavioral control, and subjective norm. Furthermore, knowledge of sustainable development goals significantly affects perceived behavioral control, attitude toward renewable energy products, and intention to purchase renewable energy products. Additionally, perceived government policies uncertainty emerged as a significant barrier to the intention to purchase renewable energy products. Conversely, trust in retailers has no impact on the purchasing intention. Notably, this study identifies the indirect effect of sustainable development goals (SDGs) knowledge on the intention to purchase renewable energy products through the mediating roles of attitude toward renewable energy products and perceived behavioral control. Based on these findings, this study makes both theoretical and practical contributions, proposing several implications for businesses and policymakers.