Comparative Analysis of the Factors Affecting Green Energy Consumption Behavior

This study investigates the factors affecting individuals’ intention to use green energy by comparing two countries: Türkiye and the UK. A total of 728 participants (364 from each country) responded to a structured survey based on the extended UTAUT model. Independent variables include environmental concern, awareness of green energy, perceived benefits, application request, importance of education, country interest, and environmental awareness and investments. In both countries, environmental concern and awareness were found to be strong predictors of intention. However, environmental concern was the most influential factor in Türkiye, while awareness of green energy had the strongest effect in the UK. The study also revealed that demographic variables such as gender, age, and education level significantly affect green energy intentions. Cultural and contextual differences played a role in shaping these outcomes. The findings highlight the need for culturally tailored policy strategies to support the global transition to green energy. While universal drivers exist, local context must be considered for effective energy behavior change.