The crucial role of electricity bill comprehension in consumer intention of solar panel systems adoption

The energy transition towards renewable sources has become a key objective on the agenda of numerous nations, increasing interest in various energy generation alternatives, such as photovoltaic technologies, where domestic consumers play a crucial role. Understanding their adoption is critical to global agendas. This study investigated whether comprehension of electricity bills affects the adoption intention of solar photovoltaic energy. The research assesses seven factors that influence the adoption of solar panel systems (SPS): perceived costs, environmental concern, perceived quality and trust in the energy provider, and cognitive biases, including risk preferences, social influence bias, and inertia bias. This analysis employs Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA) techniques with a data sample of 348 respondents. The results revealed that all factors, except trust in the utility provider, had a significant impact on the adoption intention of SPS. The main finding indicates that the level of influence of the studied factors on the adoption intention of SPS was significantly moderated by comprehension of electricity bills. In particular, we found that individuals with a high degree of comprehension of their electricity bills are more influenced by environmental awareness and service quality rather than perceived costs or biases such as social influence. Conversely, those who do not understand their electricity bills are primarily guided by social pressures or cost burdens which can slow down the adoption of SPS. • Costs, environmental concern, utility quality, and cognitive biases significantly influence SPS adoption intention. • Comprehension of electricity bills significantly moderates SPS adoption intention. • Higher energy bills understanding increases the influence of environmental and service-quality factors. • Consumers who do not understand their electricity bills are primarily guided by social pressures or cost burdens.