Impact of Social Media on Perceptions and Use of Renewable Energy Sources

Zobeidi, T. (2020). Impact of Social Media on Perceptions and Use of Renewable Energy Sources. IIASA YSSP Report. Laxenburg, Austria: IIASA

Preview

Text YSSP report Tahere Zobeidi.pdf - Published Version Available under License Creative Commons Attribution Non-commercial. Download (341kB) | Preview

Abstract

Social media plays an important role in increasing knowledge, attitudes and acceptance of renewable energy. This study used modified EPPM and extended information adoption model to investigate the effect of social media on information adoption and use of renewable energy. The statistical population of the study includes Instagram users who have followed the pages related to solar energy. The questionnaire was randomly distributed among potential respondents using an online survey platform and 173 completed questionnaires were collected. The results of structural equations modeling (SEM) of modified EPPM showed that trust in information obtained from social media regarding renewable energy affects the perceived severity and susceptibility of the consequences of using conventional energy/fuels. Also, the results of SEM of the extended information adoption model indicate that the argument quality as a central path has a positive and direct effect on the perceived usefulness information. Also, the source credibility as a peripheral path indirectly affect perceived usefulness of information via changing attitudes toward information. In addition, based on the findings, perceived usefulness has both a direct impact on information adoption, as well as has indirect effect on information adoption via trust mediation. As both studies have shown; Trust in the source of information plays a key role in improving the impact of information on people's lifestyles. Therefore, it is necessary for environmental policymakers to use trusted media to lead people to do environmental behaviors.

Actions (login required)

View Item