Predicting the intention to install solar photovoltaic panels in emerging market: The role of consumer innovativeness, knowledge, and support for government incentives

Promoting the installation of solar photovoltaic panels at the residential level in Vietnam may effectively mitigate the electricity overload on the national grid and support the country’s sustainable objectives. However, the installation rates of this system in urban areas in Vietnam remains low despite the favorable atmosphere and the provision of several incentives. Based on the Diffusion of Innovation and Theory of Planned Behavior, this study explores the role of consumer innovativeness, knowledge, and support for government incentives on the diffusion and social acceptance of solar photovoltaic panels. A questionnaire survey was conducted to collect data for analysis. With a sample of 339 citizens in Vietnam, the partial least squares structural equation modeling approach was employed to evaluate the results. The findings revealed that consumer innovativeness was linked to social norms and knowledge. Furthermore, it was discovered that the knowledge of consumers can significantly enhance the support for government incentives and the intention to install solar photovoltaic panels. Additionally, social norms significantly influenced attitudes, ultimately resulting in an increase in the intention to install. The findings of this study could aid the nation's policymakers and institutions in formulating strategies to grow the solar energy sector, therefore facilitating the achievement of sustainable energy goals.