The Social Construct on the adoption of Green Energy: Evidence with Solar in Ghana

Indicators of global warming encourage us to pursue sustainable consumption, as there is a necessity to resolve the ongoing environmental threat. The best option is to promote green consumption; however, despite varying awareness and contributions on the many benefits of renewable energy, developing countries such as Ghana have yet to fully benefit from it due to skepticism about its exorbitant price. Our study attempted to explore the Theory of Reason action model to understand this phenomenon using five variables (Knowledge, Environmental Concerns, Environmental beliefs, Attitude, and the willingness to pay). We did an in-depth analysis to understand the role each plays in influencing behavior towards green consumption. A partial least squares structural equation modeling (PLS-SEM) methodology was used for statistical analysis. Our results revealed interrelated effects as well as aggregated effects on variables. The domineering element expressed to encourage the willingness to pay for and use solar energy was knowledge and environmental concerns. Ultimately, it provided a framework for the Ghanaian Government and stakeholders on the best strategy to upscale solar energy introduction and to assist decision-makers in developing long-term energy policies to achieve long-term consumption sustainability.