Promoting Renewable Energy Adoption: Environmental Knowledge vs. Fear Appeals

  • Patrick Hartmann
  • Vanessa Apaolaza
  • Clare D’Souza
  • Jose M. Barrutia
  • Carmen Echebarria
Conference paper
First Online:
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

This study addresses the effects of knowledge and fear arousal related to climate change issues on intention to switch to green electricity. Participants of an experimental online study were exposed to a fear appeal based on climate change threats. Fear arousal and knowledge concerning energy generation and climate change were assessed with an online questionnaire. Findings confirmed the hypothesized positive influence of fear arousal on the intention to choose residential green electricity. The effect of knowledge was non-significant, however. Findings contribute to reassessing the relevance of cognitive elaboration and have implications for marketers of green electricity products.

Keywords

Renewable energy Environmental behaviour Fear appeals Knowledge 
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Copyright information

© Academy of Marketing Science 2016

Authors and Affiliations

  • Patrick Hartmann
    • 1
  • Vanessa Apaolaza
    • 1
  • Clare D’Souza
    • 2
  • Jose M. Barrutia
    • 1
  • Carmen Echebarria
    • 1
  1. 1.University of the Basque Country UPV/EHULeioaSpain
  2. 2.La Trobe UniversityMelbourneAustralia

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