The intention to adopt photovoltaic systems: integrating behavioral theories with mediation-moderation analysis

Abstract

The swift advancement of photovoltaic (PV) technology, coupled with the increasing emphasis on sustainable energy solutions, has generated interest in understanding the factors that influence consumers' choices to purchase PV systems. This research aims to identify key areas where the intention to acquire photovoltaic systems might be improved. The purchasing intention of Photovoltaic systems is influenced by various individual theories, including the Theory of Planned Behavior, the Model of Technology Acceptance (TAM), and the Theory of the Diffusion of Innovations (DOI). The data we collected came from an online survey that was distributed in May 2024 to a cohort of 1200 persons who are members of a paid panel managed by Credamo.com. The eligible participants were limited to individuals who owned homes in China and did not have solar panels. We use Amos and SPSS for data analysis. We choose China since it is one of the major RPV marketplaces globally, offering numerous purchasing opportunities. Since most of the study on China's adoption of PV systems has been theoretical and not cumulative, an additional purpose is to establish a foundation for future research endeavors. The present study introduces a comprehensive framework that aims to explain consumer interest in residential photovoltaics by incorporating aspects from Technology Acceptance Model, Theory of Planned Behavior, and Diffusion of Innovation. The study results demonstrate a robust and favorable impact of the Theory of Planned Behavior, the Technological Acceptance Model, and the Diffusion of Innovations on the intention to purchase photovoltaic systems. As anticipated by the DOI (Diffusion of Innovation) theory, the findings indicate that the innovativeness of DOI is positively associated with the inclination to engage in discussions about a potential purchase of a photovoltaic (PV) system. The results indicate that both the total effect and direct effect are statistically significant (S.E: 0.276, P: 0.000) accounting for 34 % of the overall contribution. Consumer novelty seeking had a significant beneficial impact on interest and also had favorable indirect impacts through perceived relative advantage. The TPB variables explained 31 % of the variance in interest, taking into account household limitations. The inclusion of social curiosity in the model revealed that the belief in the personal benefits of solar panels had the most powerful direct and overall impact on interest. This was demonstrated by the significant (S.E: 0.313, P: 0.000) direct and total effect on the intention to purchase a PV system for household use. The analytical findings demonstrate a direct and favorable relationship between the Technology Acceptance Model, also known as the TAM, and the intention to acquire photovoltaic (PV) systems in China. The findings demonstrate a 35 % variation and emphasize the significance (S.E: 0.070, P: 0.000) of improving the perceived simplicity of use and perceived usefulness of PV systems in order to encourage customer adoption.