The role of value, belief and norm in shaping intentions to use residential rooftop solar for environment sustainability

The ongoing climate crisis presents a formidable global challenge, driving the urgent need for both technological advancements and a deeper understanding of the psychological factors that influence sustainable energy practices. Among the various technologies available, solar photovoltaic (PV) systems are pivotal in reducing greenhouse gas emissions. However, the adoption of residential rooftop solar systems, particularly from a psychological perspective, remains underexplored. Hence, this study aims to investigate the influence of personal values, beliefs, and norms on the intention to adopt residential rooftop solar systems. By integrating the Value-Belief-Norm (VBN) framework with Norm Activation Theory (NAT) and the norm internalization process, the research seeks to provide a more nuanced understanding of the environmental and sustainability context. This study employs a non-probability purposive sampling method, collecting 303 valid responses from individuals who do not currently use residential rooftop solar systems, live in landed houses, and are involved in primary household decision-making. Data were analyzed using SmartPLS software. The findings confirm all hypothesized relationships, except for the impact of egoistic values on both the new ecological paradigm and awareness of consequences, as well as the influence of descriptive norms on personal norms. This paper introduces a novel approach by adapting the VBN model to predict the intention to use residential rooftop solar systems through several key modifications: integrating ecological values and openness to change, establishing connections between different values and beliefs (such as altruistic, biospheric, egoistic, openness to change, and ecological values) and awareness of consequences, and incorporating the influence of response efficacy, injunctive social norms, and descriptive norms in positively shaping personal norms.