Social acceptance and prospects for the diffusion of solar energy technology: The case of Istanbul

Abstract The diffusion of solar energy systems in urban areas is often slow, especially in Southeast European countries, where social acceptance is critical. Unlike wind energy, there is less research on the social acceptance of solar energy, a form of energy with a high socio‐political acceptance. This study explores the social acceptance of solar energy technologies by households in Istanbul, which accounts for 10% of Turkey's greenhouse gas emissions and aims to transition into a greener city. A social acceptance framework, rooted in psychological theories and existing literature, guided the study. The primary data on attitudes toward the acceptance of solar energy technologies, perceived behavioral control, social norms, and factors based on personal norms were collected in person from households. Multiple linear regression analysis identified significant predictors of the acceptability of solar energy systems. Social norms, perceived cost, perceived risk, perceived benefit, and climate change were significant predictors of social acceptance. Social norms had the highest positive impact and perceived cost had the highest negative impact on the social acceptance of solar energy technologies. Our findings suggest that while renewable energy policy should focus on the cost and macro‐economic context, it should not ignore the importance of social norms.