From Awareness to Action: Factors Driving Household Adoption of Solar Energy in Sri Lanka

The global transition to renewable energy is crucial for addressing climate change, enhancing energy security, and promoting sustainable development. Solar energy, in particular, has gained prominence due to its scalability and decreasing costs. However, the adoption of Renewable Energy Technologies (RET) is influenced by a complex interplay of technical, financial, social, and psychological factors. This study investigates the determinants of RET adoption among households in the Northern Province of Sri Lanka, integrating the Technology Acceptance Model and the Theory of Planned Behavior to explore the roles of perceived ease of use (PEU), perceived usefulness (PU), social influence, attitude towards RET, and perceived behavioral control (PBC). Additionally, the study examines the moderating effects of knowledge of RET and environmental concerns on these relationships. Data was collected through an online survey of 268 households and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that perceived usefulness and social influence are the most significant predictors of attitude towards RET and adoption of RET, respectively. Knowledge of RET moderates the relationships between PEU, PU, and attitude towards RET, while environmental concern moderates the relationship between social influence and RET adoption. However, environmental concern does not significantly moderate the relationships between attitude, PBC, and RET adoption. The study provides valuable insights for policymakers and marketers aiming to enhance RET adoption by addressing key psychological and social factors, particularly in emerging economies.