Achieving behavioral intention to renewable energy through perceived costs and benefits and environmental concern

• Explores RE adoption dynamics in Ciudad Juarez, Mexico using structural equation modeling. • Highlights the critical role of perceived costs in influencing RE adoption decisions. • Identifies environmental concerns as the most impactful on behavioral intentions. • Emphasizes the need for clear communication of RE benefits to enhance adoption. • Suggests policy implications for increasing RE uptake in developing countries. Due to the high pollution caused by the consumption of energy from fossil fuels, governments have implemented policies that allow the transition to renewable sources, but this depends on many factors associated with the costs and attitudes of the population. This study examines the influence of perceived costs, benefits, and environmental concerns on the behavioral intentions toward renewable energy (RE) adoption in Ciudad Juarez, Mexico. A structural equation model is used to validate five hypotheses and information from 511 responses to a survey to explore how perceived costs (PCO) as an independent variable, perceived benefits (PBE), and environmental concerns (ECO) as mediators support intentions to adopt solar energy technologies. Findings reveal that PCO impacts PBE and ECO directly and influences behavioral intentions (BIN) indirectly. This underscores the importance of analyzing PCO in the context of developing countries due to the low per capita income. The study identifies ECO as the most significant factor affecting BIN and PBE as the primary influencer of ECO, suggesting that promoting the benefits of RE could enhance environmental concerns and, consequently, adoption intentions. Sensitivity analysis indicates the necessity of effectively disseminating cost-related information, as costs often overshadow perceived benefits. The findings advocate for clear communication regarding RE costs and benefits and the formulation of supportive policies to facilitate RE adoption in Mexico, highlighting the crucial role of comprehensive awareness strategies in improving public perception and acceptance of RE technologies, providing valuable insights for policymakers, stakeholders, and educators to promote sustainable energy practices.