Understanding the Factors Influencing Consumers’ Intention toward Shifting to Solar Energy Technology for Residential Use in Saudi Arabia Using the Technology Acceptance Model

Abstract

Over the last few years, the Kingdom of Saudi Arabia has taken significant steps in adopting clean and sustainable energy coming from renewable energy sources. The adoption of solar energy in residential use was one of the main projects in the 2030 Saudi vision of preserving nature reserves, with sustainability as a key pillar. The Saudi government has granted individuals the right to install solar photovoltaic systems in their homes and has taken many steps to encourage this initiative. However, despite all these efforts to bring solar energy into homes, few applications have been received. Therefore, it is important to examine the various factors that influence Saudi society’s perceptions and attitudes toward the acceptance or rejection of new solar technologies. The Technology Acceptance Model is one of the best technology acceptance frameworks. The model examines intentions and attitudes to adopt new technologies based on two constructs: perceived usefulness and perceived ease of use. In this study, we extend the Technology Acceptance Model by adding new constructs: relative advantages, environmental awareness, and cost of solar photovoltaic systems. These factors were examined by analyzing the intentions of 492 male and female respondents. Data were collected through online surveys. The findings of the study indicated that all the Technology Acceptance Model constructs significantly impact the attitude toward the adoption of solar energy in residential use. These results recommend that the Saudi government should focus on increasing Saudi environment awareness, reconsidering solar PV costs, and putting more emphasis on the relative advantages of solar PV in residential use.