Consumer knowledge and sustainable decision-making: A mixed-method inquiry and proposed model

Utility sectors are designing innovative technological service offerings to improve long-term sustainable management goals; however, they require consumer acceptance of innovative sustainable practices. Guided by the knowledge-attitude-behavior model and folk theory of the mind, our interdisciplinary research analyzes the link between consumer perceived knowledge and acceptance of innovative technologies in the water and energy utility sectors. Study 1 involves US-based public water consumers (N = 549) and examines the role of perceived knowledge under the mediation of attitude, in influencing intentions to use recycled wastewater. Results indicate that consumers with high perceived knowledge also have positive attitudes and are more likely to accept recycled water. Study 2 is a mixed-method inquiry of energy customers in Nevada, US (N = 236) and investigates the role of perceived knowledge, under the mediation of environmental concern, trust, and attitude, in intentions to enroll in new energy demand incentive programs. Findings show that consumers with high perceived knowledge also have high environmental concern, trust, attitude, and enrollment intention for new incentive-based programs. The consistent findings across our two studies highlight the importance of accounting for cognitive factors beyond actual knowledge in future educational campaigns to enhance consumer acceptance of innovative technologies in utility sectors.