The driving factors of rural households' clean energy consumption and intentions: Inputs to a green business framework

Abstract

This research determined the driving factors of rural households’ clean energy consumption and intentions as inputs to a green business framework. The study employed a secondary research from China Rural Energy Consumption Survey (2021), involving 1892 rural households from 19 provinces, 488 counties in 276 cities in China. The results revealed that there were significant relationships between the human, social, economic, and accessibility dimensions of households and their energy consumption. It was observed that households with higher human capital may enjoy "high-quality at low cost". Access to clean energy and its associated costs were significant determinants of clean energy consumption expenditure, with proximity to supply points positively impacting consumption. Based on the findings a green business framework is proposed that can serve as inputs to formulate appropriate green business strategies in terms of green product design, marketing strategies, financial strategies, promotion education, social responsibility, and cooperative mechanisms to encourage and support the adoption of clean energy by rural households, government, enterprises and society.