Consumption of sustainable renewable energy by Generation Z from a utilitarian perspective
DOI:
https://doi.org/10.38140/ijms-2025.vol2.1.01Keywords:
Gender, green attitude, sustainable renewable energy, utilitarian value, young consumersAbstract
Sustainable energy products are pivotal for the well-being of consumers, especially in emerging economies like South Africa. The country has experienced unprecedented load-shedding due to insufficient electricity supply from the national grid. As a result, consumers have resorted to alternative, sustainable, renewable energy sources, particularly solar energy. However, the factors influencing the adoption of solar energy products, especially among young consumers, remain under-researched, with limited empirical studies exploring their motivations for solar energy usage. This study investigated the influence of utilitarian value on Gen Z consumers’ household solar energy usage. Using a conceptual model that integrated the Experiential Value Theory (EV) and the Theory of Planned Behaviour (TPB), the study examined the role of customer return on investment and service excellence in shaping green attitudes towards solar product use. The model was tested using survey data from 521 young consumers aged 21 to 27. Partial least squares structural equation modelling (PLS-SEM) was employed to test the proposed hypotheses using SmartPLS Version 4. The findings confirm that the variables under study have significant direct and mediated effects. It was revealed that customer return on investment and service excellence both predict green attitudes, which, along with subjective norms and perceived behavioural control, influence intention. Conversely, the moderation results indicate that gender does not moderate the proposed relationships. The study recommends that campaigns aimed at increasing Gen Z’s usage of solar products should emphasise experiential value, particularly service excellence and customer return on investment benefits, to develop positive green attitudes.
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