A multidimensional behavioral approach to solar photovoltaics adoption: Insights for advancing sustainable energy transition in commercial contexts

The global shift toward sustainability and ecological responsibility has accelerated the large-scale transition to renewable energy. This research explores the predisposition toward adopting solar photovoltaic systems, particularly within commercial energy hubs, due to their role as key facilitators of renewable energy initiatives, thereby promoting wider adoption. By integrating Pro Environmental Planned Behavior model (PEPB) with previous empirical insights, this study constructs a comprehensive adoption model of solar photovoltaic adoption willingness. Survey data from 160 respondents were analyzed using quantitative techniques. The findings affirm the validity of the extended PEPB model by revealing the significant role of perceived authority support and environmental benefits in shaping the adoption behavior. Moreover, while perceived ease of use did not exhibit a significant effect, economic benefits emerged as a key determinant, underscoring the pivotal role of financial incentives in fostering positive adoption attitudes. Alongside subjective norms and perceived behavioral control, these attitudes serve as primary drivers of adoption intention. These findings advance the PEPB framework and provide multidimensional insights for accelerating solar photovoltaic adoption, particularly within commercial sectors, while also offering a valuable foundation for future research and policy development. • Presents a multidimensional behavioral model for solar PV adoption • Uses commercial-sector survey data to explore adoption behavior • Financial benefits directly shape attitudes toward solar PV adoption • Environmental benefits mediate concern, authority support builds confidence • Key behavioral factors strongly predict willingness to adopt solar PV • Offers policy and theoretical insights for scaling solar PV in commercial use