The role of facilitating conditions and social support in solar energy systems adoption: Evidence from Mexican urban households

• Study reveals multidimensional strategies needed for solar adoption in urban households. • Facilitating conditions boost environmental concern, key for SES investment intention. • Social support drives solar adoption through community influence on investment intentions. • Personal innovation plays a key role as a mediator for SES investment intention. • Combine infrastructure and community engagement to boost solar energy adoption. This study analyzes the influence of facilitating conditions and social support on environmental concern, personal innovation, and investment intentions for solar energy systems (SES) in Mexican urban households. Using a quantitative methodological approach, data from 467 SES users were analyzed using structural equation modeling. The results reveal that social support is the most significant predictor of SES investment intentions, while facilitating conditions influence environmental concern and personal innovation. The study demonstrates that contextual factors and social networks enable SES adoption. Practical implications for policymakers include strengthening technical infrastructure, community engagement, and financial support systems. Meanwhile, energy providers should leverage social networks in their promotional strategies. This research contributes to the understanding of the drivers of SES adoption in developing economies, particularly in the Mexican context, where similar studies are scarce. It thus accelerates the transition to renewable energy through targeted interventions that combine institutional support with community engagement strategies.