The selection of green electricity supplier in Lithuania: The main determinants applying the Modified Theory of Planned Behaviour in the context of the war in Ukraine

Abstract

The unmanageable problem of climate change and the energy crisis caused by the war in Ukraine show the importance of promoting the consumption and production of renewable energy. Therefore, the aim of this study was to analyse the main determinants of selecting a green electricity supplier by using the Modified Theory of Planned Behaviour in light of concerns about the war in Ukraine. According to the data of a representative survey conducted in 2022 in Lithuania, 39 % of all respondents chose green electricity. When analysing the determinants that led individuals to choose this electricity supplier, attitudes and subjective norms had a direct and significant influence on this behaviour. Meanwhile, climate change concerns and attitudes indirectly led people to select a green electricity supplier. Considering the war in Ukraine, only governmental aspects and concern about the war were positively associated with such behaviour. Of the socio-demographic factors, only the level of education had a significant but negative influence on this behaviour. Age, gender and income level had no significant effect on the selection of green electricity suppliers. Thus, policymakers should focus on environmental education to better select green electricity suppliers.