National goals or sense of community? Exploring the social-psychological influence of household solar energy adoption in rural China

Abstract

China has established a solar photovoltaics poverty alleviation program to help reduce rural poverty and environmental inequality. However, little is known about how the conflicts between governmental goals and social-psychological factors influence the rural villagers' decision to adopt solar photovoltaics. Using integrated agency and structural theories, a survey was conducted of 1247 low-income households in rural China to determine the locals' solar adoption intention. Our results suggest that economic motivations, environmental concerns, and the desire to improve China's national image are the strongest predictors of adoption, followed by descriptive norms, motivations, expected lifestyle change, knowledge, and frequency of communication. Conflicts between “national vs. community concerns” can make villagers less willing to embrace solar technology. Among the negative predictors, feeling pressured by the government is the strongest, followed by a sense of community, energy behavioral control, and social sanctions. As villagers' sense of community increased, solar adoption intention first increased and then decreased. Overall, the locals have a strong desire for independence and are unwilling to follow the government's policies blindly, while responding positively to solar energy promotion from respected local community leaders. These findings have key policy implications for minimizing the conflicts between national and local authorities in promoting renewable energy, especially by softening the energy transition governance process through stressing social psychology and inclusive policy-making.