Consumer Motivations for Solar Energy Adoption in Economically Challenged Regions

Abstract

This study aims to investigate the factors contributing to and affecting consumer behavior toward renewable energy by following the theories of reasoned action and planned behavior. For this reason, a quantitative research method was employed and primary data were collected via a questionnaire, resulting in a random sample of 450 respondents. Structural equation modeling (SEM) revealed that concern for environmental commitment positively affects attitudes toward solar energy (β = 0.272, p < 0.001), positive subjective norms toward environmental commitment positively influence attitudes (β = 0.092, p < 0.001), perceptions of solar energy values significantly shape attitudes (β = 0.533, p < 0.001), social influence also plays a role in shaping attitudes (β = 0.047, p < 0.001), and that regulations (behavioral control) have a negative impact on attitudes (β = −0.204, p < 0.001). A positive attitude toward solar energy strongly predicts purchase intention (β = 0.944, p < 0.001). The overall model highlights the direct influence of attitude on buying intention and underscores the roles of environmental concern and functional utility in shaping consumer attitudes. This study contributes to the existing literature on renewable energy adoption by providing empirical evidence on the factors influencing consumers’ attitudes toward solar energy systems. By identifying key predictors, the study offers valuable insights into how these elements shape consumer attitudes and subsequent purchase intentions. Additionally, the study enhances the understanding of the role of positive attitudes in driving investment in solar energy, thereby contributing to both theoretical frameworks and practical applications in energy policy and marketing strategies.