Predictors of residential solar energy adoption: the effect of environmental enthusiasm and regulatory focus

Study Objective: To analyze the influence of predictors (financial awareness, environmental awareness, and construal level) on environmental enthusiasm and its effect on the adoption of residential solar energy, as well as to determine whether individual regulatory focus moderates the hypothesized relationships. Methodology/Approach: A questionnaire was administered to 556 Brazilian consumers from all regions of the country, and the data were analyzed using covariance-based Structural Equation Modeling (SEM) and Multigroup Analysis. Main Findings: The main conclusions of the study were: (i) Financial awareness, environmental awareness, and specific aspects of construal level are significant predictors of environmental enthusiasm; (ii) Environmental enthusiasm predicts residential solar energy adoption; (iii) Regulatory focus exerts different effects on the relationships between financial awareness, environmental awareness, construal level, enthusiasm, and solar energy adoption. Theoretical/Methodological Contributions: The study is significant for understanding Brazilian consumer behavior in relation to the intention to adopt residential solar photovoltaic technology. It also identified the predictors that lead consumers to develop enthusiasm for pro-environmental actions and, consequently, their influence on solar energy adoption. Relevance/Originality: This study found that enthusiasm functions as an intrinsic motivator that drives sustainable consumption, therefore directing the adoption of solar energy, and that individual regulatory focus affects the hypothesized relationships. Managerial or Social Implications: Renewable technologies are becoming increasingly competitive from an economic standpoint, and the solar energy system contributes to energy security and the mitigation of pollution resulting from the burning of fossil fuels.