Abstract
In Pakistan, this study examines the intention to use solar energy as a renewable energy source, focusing on the moderating role of social media. The research has identified key factors influencing consumer intentions and the influence of social media on this process using a decomposed technology acceptance model as well as PLS (SEM). The discoveries show that individuals' standards and their view of buyer viability decidedly affect natural worries and the stimulus for taking on Sunlight based PV innovation. The connection between private standards and purchasing aims is being directed by online entertainment. Consumer attitudes towards the adoption of solar energy are also significantly influenced by acceptance of consequences and a commitment to accountability. The study suggests that addressing consumer concerns through public awareness campaigns and effective warranty mechanisms can bolster confidence in solar technology. Furthermore, policymakers are encouraged to leverage subsidies and tax incentives to promote adoption and foster sustainable energy practices.
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