Motivation to Adopt Renewable Energy among Generation Y

This study aims to identify the factors that shape the Generation Y to adopt renewable energy. Four independent variables are used i.e. environmental concern, consumer belief, consumer knowledge, and relative advantages of renewable energy. A total of 200 respondents from one of the Malaysian Government-Linked University are used in this current study. Moreover, descriptive, reliability, convergent validity, and discriminant validity using Partial Least Square (PLS) are mainly used to analyse the data. The results indicate that environmental concern and relative advantages of renewable energy have significantly influence the adoption of renewable energy. However, consumer belief and consumer knowledge are insignificant with renewable energy adoption among Generation Y.