Abstract:

The present paper tends to propose a theoretical approach which includes motivation in understanding the consumer decision towards the purchase of renewable energy (RE) products. The study of motivation takes a special value because on one hand, it may represent an important determinant of ecological behavior, on the other hand, it represents an important mediator element for understanding the history and its impact on the purchasing behavior. The concept of motivation has not been addressed in the context of green purchasing behavior particularly in the case of RE products. Hence the interest to study this concept in our context by proposing an exploratory approach to emerge the relationship between the determinants of purchase behavior an ecological product with different forms of motivation and, through the “laddering technique”. This article proposes the development of a conceptualization of Perceived Instrumentality Renewable Energy Product (PIREP) and its integration into a conceptual model.