AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

Environmental pollution and its detrimental impact on people around the world have received significant attention in the past decades. As concerns for the environment grow, there have been increasing calls to adopt more environmentally-friendly practices in all aspects of life, including the adoption of green energy (Siddiqua et al., 2022). Green energy has become a hot topic in political debates (Schipani, 2023) because it can shape the future of global trade (Joselow, 2023) and the utility industry landscape (Waldholz, 2023). Recent polls showed that up to 80% of Americans were in favor of green energy in place of non-renewable energy such as coal or oil (Nilsen, 2020). However, the actual adoption of green energy in reality is still limited (Gearino, 2022; Simon, 2023). It is thus important for academic researchers to conduct more in-depth research into the factors that regulate consumer willingness to use green energy in general and solar energy in particular (White et al., 2019). This research responds to such gaps and seeks to understand which factors influence consumer willingness to adopt solar energy.

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