Behavioral Drivers of Solar Energy Adoption: Implications for Business Analysis and Sustainable Management

The need to switch to renewable energy sources is growing due to environmental issues in developing countries, where green technologies can achieve sustainable development. Thus, this research focuses on the psychological and social antecedents of solar energy adoption through the integration of constructs derived from Value-Belief-Norm (VBN) theory and the Theory of Planned Behavior (TPB). The research focuses on how perceived consequences and ascription of responsibility from the VBN theory affect TPB constructs attitude, subjective norms, and perceived behavioral control which drive behavioral intention. Research results after testing 5000 bootstrap samples from 362 respondents, the findings suggest that perceived behavioral control has the strongest direct effect on intention to solar energy adoption (beta = 0.268, p-value = 0.000), while perceived behavioral control affects attitude to solar energy adoption (beta = 0.239, p-value = 0.000). The findings by the present study reveal that perceived environment partially mediates the association between the attitude with behavioral intention and subjective norms with behavioral intention and holistically mediate the behavioral control with intention to solar energy adoption but the moderating role of perceived environment is insignificant for behavioral control with intention to solar energy adoption. The practical effects include removing self-efficacy barriers and finding working-age workers. Future research should include demographic cluster analysis and longitudinal views to improve core understanding.