Predicting household sign up for solar energy: an empirical study based on the extended theory of planned behavior

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.