Harnessing Green Energy: An Analysis of Indonesian Consumers' Adoption Behaviors

As climate change intensifies and global electricity demand rises, this study explores the factors influencing Indonesian consumers' adoption of green electricity, which is vital for transitioning to sustainable energy. This research utilizes the Theory of Planned Behavior (TPB) as its theoretical foundation, supplemented by an extensive survey of 203 Indonesian consumers. Structural Equation Modeling (SEM) was employed to rigorously analyze the relationships between key variables, including attitudes, subjective norms, perceived behavioral control, knowledge, environmental concern, and religious beliefs. The findings demonstrate that consumers in Indonesia generally hold positive attitudes toward green electricity, which significantly drives their intention to adopt it. However, contrary to TPB's conventional assumptions, subjective norms and perceived behavioral control do not substantially impact their decision-making process. Knowledge and environmental concerns also fail to influence consumers' attitudes or intentions significantly. Interestingly, religious beliefs influence subjective norms but do not directly affect attitudes or intentions toward green electricity. This study contributes to the literature on sustainable energy adoption by highlighting the predominant role of consumer attitudes in the Indonesian context while challenging the relevance of other TPB constructs. The insights gained from this research can assist policymakers and industry stakeholders in designing more targeted strategies to promote green electricity adoption in Indonesia, emphasizing cultivating positive attitudes and the integration of culturally relevant motivators.