Predicting household sign up for solar energy: an empirical study based on the extended theory of planned behavior
International Journal of Energy Sector Management
ISSN: 1750-6220
Article publication date: 3 May 2022
Issue publication date: 21 March 2023
Abstract
Purpose
This study aims to understand households’ adoption of small-scale solar energy to reduce carbon dioxide emissions that cause due to conventional energy consumptions.
Design/methodology/approach
This study is quantitative in nature and households were selected as unit of analysis. Online data has been collected from seven main cities of Pakistan to understand households’ intention to use small-scale solar energy for domestic consumption. A total of 370 valid data were analyzed through partial least square structural equation modeling.
Findings
The study findings reveal that publicity information, attitude green norm and perceived behavioral control are the strongest predictors of households’ intention to use small-scale solar energy.
Practical implications
The considered model practically contributes to the literature by understanding households’ intention to adopt solar technologies that are viable means to conserve conventional energy and preserve the environment through less emission of carbon dioxide. In addition to this, understanding the green norm of households is imperative in a developing country, Pakistan where climate risk is high. Understanding household’ green norms would help marketers and practitioners to design and introduce new and more efficient renewable technologies that maintain environmental sustainability.
Originality/value
This study has contributed to theory of planned behavior (TPB) by the inclusion of publicity information and green norms. Previous studies focused on the environmental benefits of using renewable energy sources. This study added novel antecedents into TPB that help to understand the adoption of small-scale solar energy for domestic consumption.
Keywords
Acknowledgements
Consent to participate.
Consent was obtained from the household prior to data collection.
Consent to publish.
The authors have agreed to publish the content in the journal.
Competing interests.
The authors declare that they have no competing interest.
Availability of the data and material.
The data sets used/or analyzed during the current study are available from the corresponding author on reasonable request.
Citation
Waris, I., Hameed, I. and Ali, R. (2023), "Predicting household sign up for solar energy: an empirical study based on the extended theory of planned behavior", International Journal of Energy Sector Management, Vol. 17 No. 3, pp. 455-473. https://doi.org/10.1108/IJESM-06-2021-0010
Publisher
:Emerald Publishing Limited
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