Assessing behavioral intentions of solar energy usage through value-belief-norm theory

PurposeThis study aims to investigate people pro-environmental behavior toward solar energy in Pakistan. Solar energy is perceived as environment friendly because it does not need any fossil fuel and is free of greenhouse gas emission. Hence current research used to employ value-belief-norm theory with regard to solar energy to recognize people's interest for solar energy. Further this study also makes an effort for extend of value-belief-norm framework via using social norm as being a predictor of pro-environmental behavior and personal norm.Design/methodology/approachThis study follows positivism philosophy based on quantitative in nature. Proposed hypothesis was tested through deductive research approach. Data was collected through survey method. Further general public was selected as population and non-probability convenience sampling technique was used for data collection. A total 1,000 online questionnaire were sent through different mediums on Internet, out of which 624 responses were received. Further this study used Smart-Pls 3 software for the analysis of data.FindingsThe results show that all hypothesis were approved except one. Furthermore, social norm was discovered as a positive indicator of personal norm, and pro-environmental behavior. Also, personal norm was found as mediating the relation between social norm and people's pro-environment behavior toward solar energy.Practical implicationsThis research also adds to the existing research in field of environmental sustainability. Furthermore, it would prove to be a rational document for policymakers and the government to develop strategies to overcome environment and energy related issues.Originality/valueThis study identifies the people's pro-environmental behavior toward solar energy by applying value-belief-norm theory in context of Pakistan, to overcome energy related environmental issues.