Over the last century, China has soared in economic growth and now stands as the world’s second-largest economy. However, rapid economic growth has given rise to environmental degradation. New visions and innovative technological systems, such as domestic solar photovoltaic systems, have been introduced to mitigate pollution from power generation. Despite the positive individual and environmental benefits associated with adopting this innovative system, adoption rates of solar PV system remain comparatively low in China. Survey data targeting environmental behavior factors were distributed among Chinese college students in Shanghai and Beijing to facilitate understanding of the low adoption rate and to shed light on the environmental behavior dimensions influencing Chinese students regarding residential rooftop solar PV adoption. The findings of this study suggest that Chinese college students have high levels of concern for the environment and hold pro-environmental beliefs, suggesting a high potential for their engaging in environmental-oriented purchasing, such as purchasing solar PV technology. However, other studies have indicated a value-action gap, which means that individuals with pro-environmental attitudes will not always invest in green products. Consumer-behavior researchers and those interested in solar PV adoption in China might reference the results of this research.
Amoako, Emmanuel and Wilson, John Taylor
Environmental Behavior Factors Influencing the Outlook of Chinese College Students on the Domestic Adoption of Solar Photovoltaic Technology.
Undergraduate Review, 13, 7-30.
Available at: http://vc.bridgew.edu/undergrad_rev/vol13/iss1/5
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