It takes a village: Why do consumers participate in wind energy programs?
Tuesday, June 2, 2015 - 12:00
in Psychology & Sociology
Why do people participate in programs that benefit the environment, even when there seems to be no direct personal benefit in taking part? More specifically, why would consumers pay good money for wind energy when it is not at all clear that they are benefiting from that energy? The answer may lie in a psychological sense of community with other wind-energy customers, according to a new study in the Journal of Public Policy & Marketing.