Abstract

This dissertation and its underlying hypotheses seek to determine what factors play a role in U.S. consumers’ adoption of clean energy. Consumer adoption of clean energy plays an important role as part of the long-term clean energy transition. How to encourage consumers to adopt clean energy? The findings of the dissertation about how framing effects, loss aversion, and socioeconomic status affect clean energy perceived value present evidence that a one-size-fits-all approach to boosting adoption is unwise. The research adopted an explanatory sequential quantitative approach. In phase 1, a series of cross-sectional surveys examined the best predictors of current and future use intentions of clean energy. In Phase 2 of the study, field experimentation was introduced to assess how to best frame potential savings from clean energy to change perceptions of clean energy perceived value and thus encourage adoption. Phase 1 concluded that social and technological factors drove consumers’ current use of clean energy and that clean energy perceived value was the most important predictor of intentions to use clean energy in the future. Phase 2 showed that gain or loss messaging frame interacts with the level of consumers’ loss aversion in affecting clean energy perceived value, but this predicted effect was itself moderated by consumers’ socioeconomic status. Through applied research, this dissertation’s findings provide evidence and advocacy for a more nuanced and segmented approach to driving consumers’ future adoption of clean energy.

Library of Congress Subject Headings

Clean energy—United States—Public opinion; Consumer behavior—United States; Loss aversion; Renewable energy sources—Economic aspects

Date of Award

2025

School Affiliation

Graziadio Business School

Department/Program

Business

Degree Type

Dissertation

Degree Name

Doctorate

Faculty Advisor

Cristel Antonia Russell

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