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In the evolving landscape of the energy sector, it is vital for energy companies to grasp consumer behaviors to foresee future business prospects and risks. This study delves into how consumers react to Indonesia’s Electricity Company’s innovative business propositions, particularly the PV rooftop product. It also seeks to understand market reactions to other novel business concepts beyond the PV rooftop product. This research employs a quantitative approach, utilizing surveys for data gathering and statistical methods for analysis. Key variables examined include Attitude, Environmental Concern, Subjective Norm, Perceived Behavior Control, Personal Norm, and Regulation, with the primary focus on the Purchase Intention for the PV rooftop product. The findings reveal that key variables, specifically Personal Norm, Subjective Norm, and Regulation, significantly influence consumer behavior toward rooftop PV. This study also uncovers a high market demand for yet-to-be-launched services like electrical repairs, smart home consultancy, and micro-loans, indicating a diverse market potential for these innovative ideas. This research highlights the importance of analyzing consumer behavior in predicting the potential for both opportunities and challenges in a company’s new business ventures, particularly in the renewable energy sector. The results underscore the significant impact of sociocultural factors and regulatory frameworks on consumer decision-making processes. These insights offer critical guidance for Indonesia’s energy stakeholders in developing countries, aiding in formulating new business strategies and identifying market opportunities amidst the global shift towards renewable energy. This study’s key results emphasize the need for energy companies to adapt and innovate in response to consumer preferences and regulatory environments in order to capitalize on emerging market trends.
Pramana et al. (Wed,) studied this question.