Understanding the adoption of renewable energy technologies by households in South Asia: a theory of planned behavior perspective

This study examines the factors influencing the adoption of renewable energy technologies (RETs) by households in South Asia, using the Theory of Planned Behavior (TPB) framework. Data were collected from 520 respondents across Bangladesh, India, Pakistan, Sri Lanka, Nepal, Bhutan, and the Maldives. The study explores how attitudes, subjective norms, perceived behavioral control, and barriers to adoption shape individuals’ intentions to adopt RETs. Results show that attitudes towards renewable energy (β = 0.092, p < 0.05), subjective norms (β = 0.125, p < 0.05), and perceived behavioral control (β = 0.124, p < 0.05) significantly influence adoption intentions, while barriers to adoption (β = 0.546, p < 0.000) negatively impact these intentions. The study highlights that while social pressures and individual perceptions of control are crucial, overcoming financial and infrastructural barriers is key to increasing RET adoption in the region. To accelerate the adoption of RETs, the study suggests financial incentives such as subsidies, low-interest loans, and tax break, particularly targeted at low-income households. Additionally, infrastructure development to improve grid connectivity and local maintenance support is necessary. The role of community-driven awareness campaigns and leveraging social norms is also emphasized to foster broader acceptance. These findings offer actionable insights for policymakers to create more effective interventions that can facilitate a transition to renewable energy in South Asia, ensuring both environmental sustainability and energy security.