What does it matter? Analysing the role of attitudes to the adoption of solar photovoltaic technology in Spain

<h2>Abstract</h2> Solar photovoltaic (PV) systems are believed to have great potential in combating climate change and contributing to decarbonisation, especially in the residential sector. It is essential to determine the factors that shape individual decisions to adopt this technology, in order to facilitate its deployment. This paper analyses predictors of the intention to adopt solar PV in the residential sector, using a representative sample of 945 non-adopters in Spain who responded to an online anonymous survey. We aim to determine the direct and mediated effects of the Theory of Planned Behaviour constructs, other attitudinal variables (perceived benefits, perceived barriers and environmental values), peer effects, socio-demographics and house characteristics, on the intention to adopt solar PV. Two complementary statistical modelling approaches were used. First, a logistic regression analysis predicting intention to adopt suggested that TPB variables such as attitude (OR = 2.39) and subjective norms (OR = 2.12) were the most relevant, while perceived behavioural control (OR = 1.28) was shown to be less relevant. Moreover, logistic modelling indicated that perceived economic barriers (OR = 0.66), having university studies (OR = 2.96), and living in a house (OR = 3.85) also play an important role in the intention to install solar PV. The second analytic approach was path analysis through Structural Equation Modelling aimed at quantifying the determinants that both directly and indirectly influence the intention to adopt. Its results revealed attitude (<i>β</i> = 0.19) and subjective norms (<i>β</i> = 0.18) as the factors having most influence on the intention to adopt. Consequently, different attitudinal variables should be taken into account when considering public willingness to install solar PV. We recommend that both policymakers and the market strengthen their recognition of economic and environmental benefits and enact measures to overcome economic barriers for potential solar PV adopters.