From Conventional Fuels to Green Energy: Exploring Farmers' Moral Commitment to Solar Photovoltaics Adoption

ABSTRACT Energy security has become a pressing issue in agriculture, especially in emerging economies, due to the limited supply from national grids and the rising cost of fossil fuels. This study aims to investigate the underlying factors influencing farmers' moral commitment to adopting Solar Photovoltaic (PV) technology in the agricultural sector. A total of 356 survey responses were collected from farmers in Bangladesh using a quantitative research design and purposive sampling. Data were analyzed using a hybrid analytical approach comprising Partial Least Squares Structural Equation Modeling (PLS‐SEM) and Fuzzy‐Set Qualitative Comparative Analysis (fsQCA) to enhance result robustness and reliability. PLS‐SEM results show that awareness of consequences significantly influences the Ascription of responsibility and intrinsic motivation but not personal norms. Ascription of responsibility positively affects both personal norms and green self‐identity, although green self‐identity does not influence personal norms or adoption intentions. Intrinsic motivation, however, is significantly related to both personal norms and adoption intentions, and personal norms further influence adoption intentions. fsQCA results reveal nine effective configurations leading to high adoption intentions, with intrinsic motivation emerging as the most critical predictor. By applying the Extended Norm Activation Model (ENAM) and a hybrid PLS‐SEM and fsQCA approach, this study contributes valuable insights to the literature on solar PV adoption. The findings highlight the pivotal role of intrinsic motivation in shaping farmers' sustainable energy adoption behavior, offering practical implications for policymakers and stakeholders aiming to promote renewable energy in agriculture.