Abstract
The objective of the study is to determine the factors influencing customers' decision to install rooftop solar power in Binh Thuan Province, Vietnam. The study used a convenience sampling method to collect the data from 233 customers who installed rooftop solar PV (photovoltaic). The exploratory factor analysis and multivariate linear regression were applied. The research result has proved the factors that positively affect customers' decision to install rooftop solar PV as follows, Nature of product, Customer service, Social awareness, and Reference resource. Among factors, the reference resource has the most decisive influence on customers' decision to install solar PV on the rooftop in Binh Thuan Province, Vietnam.
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