User acceptance of solar vehicles for passenger mobility

• This study pioneers the investigation of user acceptance of solar vehicles. • Pro-environmental orientation is added as a new endogenous mechanism to the UTAUT2 model. • Price value has the strongest effects, followed by hedonic motivation, pro-environmental orientation, and social influence. • Mediating and moderating effects are examined to highlight indirect effects and user profiles. While electric vehicles are often referred to as a suitable means to mitigate the negative externalities of fossil-fueled vehicles, shifting to an all-electric fleet faces challenges. By directly collecting energy from sunlight, solar vehicles are promising to alleviate the induced high need for charging infrastructure. However, public acceptance of solar vehicles and the factors shaping this acceptance remain unclear. Applying an adapted unified theory of acceptance and use of technology 2 (UTAUT2), we investigate the influencing psychological factors and user characteristics of the behavioral intention to adopt solar vehicles as a new mobility tool. Structural equation modeling on a sample from the Netherlands reveals that price value is the strongest predictor of behavioral intention, followed by hedonic motivation, pro-environmental orientation, and social influence. Additionally, mediating and moderating effects are examined to highlight the indirect effects and user profiles. As the first study of its kind for solar vehicles, this research provides insights into user acceptance with implications for policy and market strategies.