College of Business Administration University of Rhode Island

This study analyzes consumers’ willingness to pay (WTP) for wind generated energy and examines how attitudes, deontological evaluation, and teleological evaluation affect WTP. Sparks and Pan (2009) suggest that future judgment research will benefit from integration between theories of ethical decision making and theories of social cognition. This paper utilizes Hunt and Vitell’s (1986) ethical decision making model, as well as Ajzen’s (1991) theory of planned behavior to develop a conceptual model that explains the proposed relationships. After surveying 268 individual respondents, our results suggest that attitude, deontological, and teleological evaluation positively impact WTP for wind generated energy. These results provide 1 Corresponding Author Willingness to pay for wind generated energy 2 researchers and professionals (i.e., sustainable energy project developers) both theoretical and empirical support for the importance of attitude and ethical decision making on WTP for sustainable energy.