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In the global pursuit of sustainable energy solutions, adopting photovoltaic (PV) systems is paramount. This study contributes significantly by thoroughly analyzing the various factors influencing consumer behaviour towards PV adoption, providing valuable insights for stakeholders in policy and industry domains. The primary breakthrough of this research lies in its exploration of eco-conscious enthusiasm, socio-psychological dynamics, technical considerations, and socio-economic variables. Examining data from a sample of 395 PV-adopting homeowners, our findings highlight the profound impact of subjective and personal norms on adoption behaviour within PV-equipped households. This surprising revelation challenges prevailing assumptions about the prominence of perceived behavioural control in decision-making processes. Consumer perspectives on renewable electricity go beyond ecological consciousness, encompassing tangible benefits and technological allure. Within households featuring PV installations, the study identifies baseless expectations tied to subjective standards and personal norms as influential contributors to adoption frameworks. Additionally, factors such as photovoltaic awareness, technological affinity, and perceived costs significantly enhance our ability to elucidate variations in energy-saving behaviour. The critical contribution of this research is its identification of nuanced drivers of consumer behaviour, offering actionable insights for shaping policies and initiatives to expedite the proliferation of PV technology. By recognizing the importance of subjective and personal norms, policymakers can design targeted interventions and incentives, fostering a more sustainable energy landscape. This research significantly contributes to expanding studies on adopting renewable energy. It offers practical insights that can benefit professionals in the industry, policymakers, and scholars.
Nadia Adnan (Thu,) studied this question.