| Summary: | 碩士 === 逢甲大學 === 國際貿易所 === 100 === Green power usage considered as the key to long-term country competitiveness because it can reduce the harm to environment and ensure the safety of energy producing. The cost of renewable green power production, however, is still higher than non-renewable energy power such as nuclear or coal. For government officials and electric power company managers, understanding how consumers’ attitude toward more expensive but healthier green power is critical. Despite the importance of green power usage, little academic research has address how consumers’ knowledge, belief and attitude toward green power usage have effect on their willingness to pay more for green power usage. One survey was conducted in Kazakhstan and generated 318 usable questionnaires. The results show that consumers’ environmental consciousness has positive effect on their attitude and usage of green power energy. Finally, implications for government officials and electric power company managers are provided.
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