Adoption and Diffusion of Residential Photovoltaics under Heterogeneous Behaviors

Driven by global sustainability goals, residential photovoltaic (PV) has become a key driver in achieving carbon neutrality. Residential PV systems, due to their low cost and ease of installation, are gaining increasing significance. However, uneven regional development in China has posed challenges.This study, based on consumer behavior theory and supported by text analysis, designed a survey to explore significant internal perception factors influencing PV adoption. Hypothesis testing confirmed the importance of these factors. Using agent-based modeling, we incorporated these significant internal perceptions and demographic attributes, along with external factors such as information dissemination, to simulate consumer decision-making and the effectiveness of promotional strategies.The results show that positive perceptions of benefits, ease of use, and lower risk significantly enhance the willingness to adopt PV systems. Furthermore, controlling the scope of information dissemination and leveraging weak ties (such as online networks) are crucial for improving promotional effectiveness. This research offers practical insights for optimizing PV marketing strategies, aiding both Chinas and global green energy transitions.