Purpose : The study investigated behavioral antecedents of the sustained usage of clean energy by formulating and testing a sequential model intertwining perceived value (PV), trust, perceived behavioral control (PBC), and usage of liquefied petroleum gas, with subsidy effectiveness (SE) as the boundary condition.

Design/Methodology/Approach : Quantitative research through partial least squares structural equation modeling was used on a survey dataset gathered from beneficiaries under Pradhan Mantri Ujjwala Yojana in Uttar Pradesh and Uttarakhand in India.

Findings : The results established that PV had a strong influence on trust, which in turn improved PBC and Liquefied Petroleum Gas use. Additionally, SE acted as a positive moderator between PBC and LPG use, while the conditional indirect effects through behavioral control increased progressively with higher levels of SE, although the evidence at low levels was inconclusive.

Practical Implications : The findings suggested that Liquefied Petroleum Gas providers and policymakers needed to enhance consumers’ PV, trust, and behavioral control through the provision of quality services, transparency in communication, and proper subsidy programs.

Originality/Value : The study extended the existing corpus of knowledge by establishing the interplay of value, trust, and behavioral control within a sequential mediation model of consumption of Liquefied Petroleum Gas, moderated by SE. It presented a new perspective on how the combined effect of consumer perception and institutional support could make Liquefied Petroleum Gas usage sustainable.

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