How Does Social Capital Promote Willingness to Pay for Green Energy? A Social Cognitive Perspective

Individual willingness to pay (WTP) for green energy plays a vital role in mitigating climate change. Based on social cognitive theory (SCT), which emphasizes the dynamic interaction among individual cognition, behavior and the environment, this study develops a theoretical model to identify factors influencing green energy WTP. The study is based on 585 valid questionnaire responses from urban areas in China and uses Structural Equation Modeling (SEM) to reveal the linear causal path. Meanwhile, fuzzy-set Qualitative Comparative Analysis (fsQCA) is utilized to identify the combined paths of multiple conditions leading to a high WTP, making up for the limitations of SEM in explaining complex mechanisms. The SEM analysis shows that social trust, social networks, and social norms have a significant positive impact on individual green energy WTP. And this influence is further transmitted through the mediating role of environmental self-efficacy and expectations of environmental outcomes. The FsQCA results identified three combined paths of social capital and environmental cognitive conditions, including the Netong–Norm path, the Netong–efficacy path and the Netong–Outcome path, all of which can achieve a high level of green energy WTP. Among them, the social networks are a core condition in every path and a key element for enhancing the high green energy WTP. This study promotes the expansion of SCT, from emphasizing the linear role of individual cognition to focusing on the configuration interaction between social structure and psychological cognition, provides empirical evidence for formulating differentiated social intervention strategies and environmental education policies, and contributes to sustainable development and the green energy transition.