Sustainable development and consumption: The role of trust for switching towards green energy. (21st July 2020)

• Record Type: Journal Article
• Authors: Mezger, Andrea; Cabanelas, Pablo; López‐Miguens, Mª. Jesús; Cabiddu, Francesca; Rüdiger, Klaus
• Is Part Of: Business strategy and the environment. Volume 29:Number 8(2020)
• Page Start: 3598
• Page End: 3610
• Publication Date: 2020-07-21
• Subjects: green consumption -- green electricity supplier -- intention to switch -- sustainable development -- trust; Industrial management -- Environmental aspects -- Periodicals; Industries -- Environmental aspects -- Periodicals; 658.4083
• DOI: 10.1002/bse.2599
• Languages: English
• ISSNs: 0964-4733

Abstract

Abstract: This paper develops a model that helps to explain the switching behaviour of private consumers towards green electricity suppliers. It is built upon neo‐institutional and neo‐behavioural theories, including a series of antecedents of trust as reputation, perceived environmental impact, the propensity to trust and perceived risk. This model is applied through Structural Equation Modelling (SEM) to a sample of 787 German electricity consumers. Results demonstrate that trust has a direct influence on switching behaviour towards a green electricity supplier. Furthermore, reputation, perceived environmental impact, propensity to trust and perceived risk influence the switching behaviour of electricity suppliers through trust as mediating variable. It draws a co‐habitation of neo‐institutional and neo‐behavioural theories in the construction of trust and the necessity to work on reducing consumers uncertainties.