Examining social-cultural norms affecting the adoption of solar energy technologies at the household level

• Moral and subjective norms positively and significantly influence the adoption of SET. • Moral norms such as personal motivation, moral obligations, desires, and goals, are a stronger predictor of SETs adoption. • Subjective norms like opinions, social relations, and knowledge sharing are equally important predictors of SETs adoption. • The individual concerns towards energy usage are more important than the societal behavioural requirement for SETs adoption. • Findings in this study are vital for designing successful promotion campaigns for SETs. The relevance of social culture in determining energy consumption behaviour is repeatedly highlighted, yet it is still unclear how social-cultural factors affect the uptake of solar energy technologies- SETs. The study highlights social-cultural norms as one of the aspects rarely considered for solar energy adoption and utilises the Energy Cultures Framework to examine the influence of such norms on the acceptance and usage of solar energy technologies SETs at the household level. The study comprised a cross-sectional survey of households from three urban districts in central Uganda ( n = 439), and data was analysed using partial least squares structural equation modelling method. The results showed that moral and subjective norms positively and significantly influence the adoption of SETs. However, the influence of moral norms on adoption is relatively stronger than that of subjective norms on adoption. These findings imply that individual-level concerns and a sense of responsibility towards energy usage are more important than the collective societal behavioural requirement for SETs adoption. This study distinctively highlights the relevance of the different types of norms and offers valuable insights into households’ energy usage behaviour, which is essential for designing successful promotion campaigns for SETs and increasing the adoption and usage of more sustainable energy alternatives. Increased adoption of SETs is an important part in the development, implementation, and achievement of energy policy goals.