Investigating nonusers’ behavioural intention towards solar photovoltaic technology in Malaysia: The role of knowledge transmission and price value

Abstract

Currently, Malaysia is promoting solar photovoltaic (PV) as an alternative energy source to improve environmental quality and energy security for electricity production. Nevertheless, the adoption rate for solar photovoltaic technology among households remains low. A conceptual framework based on the unified theory of acceptance and use of technology was developed in this study in an attempt to understand nonusers' behavioural intention in adopting solar PV technology. This study aimed to examine how knowledge, price value, social influence, and facilitating conditions contribute to the behavioural intention of using solar PV systems in Malaysia. A total of 392 useable questionnaires were collected for statistical analysis using partial least square structural equation modelling. The empirical results demonstrated that price value had a greater positive effect on social influence compared with knowledge. Social influence has been more impactful on behavioural intention than facilitation conditions. Moreover, facilitating conditions mediate the relationship between social influence and behavioural intention to use a solar PV system. The implications in this study are useful for policymakers to increase the use of solar PV technology and to achieve the nation's aim in becoming a sustainable energy consumer.