Cleaner and Responsible Consumption (Dec 2024)
Exploring factors influencing intention and actual usage in household solar PV adoption
Abstract
Carbon emissions primarily result from the combustion of fossil fuel to generate electricity. Residential Photovoltaic (PV) systems offer greener electricity generation potential, yet adoption remains low. This study proposes a new framework to explain and predict the ‘intention’ and ‘actual adoption’ of residential PV. The framework integrates the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the Perceived Value Model (PVM). The UTAUT2 provides exogenous variables to the framework, while the PVM consolidates the variables through endogenous (mediating) variables. Three context-specific predictors – ‘green technology awareness’, ‘social responsibility’, and ‘trust’ – are used. A cross-sectional, self-administered survey was performed to validate the framework. Useable responses were obtained from 182 respondents, comprising both adopters and non-adopters of residential PV in Indonesia. The Partial Least Square Structural Equation Model (PLS-SEM) was used for the main analysis. The results indicate that, among the non-adopters, dual paths of significant relationships that lead to perceived value and intention to use are observable; specifically, from (a) ‘performance expectancy’ and ‘green technology awareness’ to ‘perceived benefits’, and (b) ‘price value’ to ‘perceived sacrifice’. Non-adopters equally consider perceived benefits and perceived sacrifice in regard to intent to adopt residential PV. For adopters, evidence suggests non-significant causal paths from exogenous variables to ‘perceived sacrifice’ and ‘perceived value’. Adopters may overlook the perceived sacrifice and all the predictors when adopting residential PV. For both adopters and non-adopters, hedonic motivation becomes a direct predictor of intention. The results offer useful insights for policymakers and practitioners, as adopters and non-adopters could have different attitudes toward solar PV adoption/utilisation, requiring different policy strategies. For instance, the government should simultaneously address predictors of perceived benefits and perceived sacrifice in order to improve residential PV uptake. Meanwhile, to sustain the utilisation of residential PV by adopters, interventions around perceived benefits need to be emphasised, specifically improving green technology awareness and system efficiency (i.e., ‘performance expectancy’).
