https://www.abrj.org/Impact Factor 2.30 Exploring the Determinants of Solar Energy Technology Intention to adopt: Evidence from Egyptian Households Author Details: Rehab Mohamed Abdel Hamid Masoud11 ESLSCA University, Giza, Egypt, rehab.masoud23bg@eslsca.edu.eg AbstractPurpose: This research examines the key drivers shaping Egyptian households' intentions to adopt solar energy technology which is a key pillar of Egypt's Vision 2030 for sustainable development. Despite the country's vast solar potential, residential uptake lags, underscoring the need to unpack the psychological and demographic influences on consumer choices Design/methodology/ approach:The research applies the Theory of Planned Behavior (TPB) through a deductive quantitative design. Primary data came from an online survey of 253 non-adopter households in Cairo and Giza, gathered via convenience sampling from November to December 2025. Findings: The findings reveal that consumer innovativeness, environmental consciousness, perceived behavioral control, and solar energy beliefs significantly and positively predict adoption intentions. Peer influence and public media exposure further normalize the technology's appeal. However, age does not moderate the relationship between consumer innovativeness and the adoption intention of solar energy technology among Egyptian households. Whereas income negatively moderates the environmental consciousness intention relationship, indicating lower-to-middle-income households prioritize solar's practical cost benefits more than affluent groups. Implications: Policymakers and marketers should implement segmented strategies, such as providing low-interest "green loans" for budget-conscious families and leveraging community-based social proof for risk-averse older demographics. Originality: This research fills a significant contextual gap by examining the interplay between psychological determinants and demographic moderators specifically within the urban Egyptian cultural setting, providing actionable insights for the acceleration of the renewable energy transition. Paper type: Research paper. Keywords: Key Drivers, Solar Energy Technology, Adoption Intention, Theory of Planned Behavior, Egyptian Households.
Rehab Mohamed Abdel Hamid Masoud (Sun,) studied this question.