From adoption to continuation: solar photovoltaic pre and post adoption dynamics in sustainable energy transitions

Purpose The adoption of solar photovoltaic (SPV) technology has increased in India recently, with the motive to reduce CO2 emissions and promoting sustainable production. The previous literature on solar photovoltaic adoption has primarily focused on pre-adoption beliefs, while neglecting the interconnecting pre- and post-adoption dynamics that determine long-term usage. This research study aims to shed light on the factors that influence pre- and post-adoption dynamics of solar photovoltaic, by integrating the socio-cognitive theory (SCT), technology acceptance model (TAM) and expectation confirmation model (ECM). This study also examines whether post-adoption satisfaction mediates the relationship between farmers' initial expectations and their continuance intention regarding solar photovoltaic. Design/methodology/approach Using purposive sampling and an enumerator approach, researchers collected 257 valid responses from farmers using solar photovoltaic in Haryana, India. The researchers then employed partial least squares structural equation modelling to test hypotheses. Findings The study highlights that important precursors to confirmation are perceived usefulness (PU) and perceived ease of use (PEOU). In contrast, PU and PEOU are influenced by environment concern, knowledge and social influence. The research also demonstrates that satisfaction serves as a partial mediator between confirmation and continuance intention. Practical implications From the practical point of view, our research has important implications for policymakers who prioritize solar photovoltaic as a primary source of power generation and irrigation in agriculture. Evidences suggest that adopting solar photovoltaic can significantly reduce environmental impacts, making it crucial for well-informed policymaking. Solar manufacturers and government entities should collaborate to promote solar photovoltaic through localized advertising campaigns using various media such as brochures, flyers, banners and directory listings. Farmers can be educated through workshops, seminars about practical benefits and functional applications of solar photovoltaic. By increasing their knowledge of solar photovoltaic, farmers' perceptions of usefulness and ease of use will improve, leading increased satisfaction and continued utilization. Since farmers' confirmation and continuance intention of solar photovoltaic are greatly influenced by their PU and PEOU, providing hands-on support, training and after-sales service is essential. As social influence significantly affects pre-adoption beliefs, policymakers can enhance acceptance by engaging local influencers and community leaders to advocate solar photovoltaic implementation in rural areas. Originality/value By combining above-mentioned three theories, our research provides a novel comprehensive understanding of both the initial adoption and the long-term success of solar photovoltaic, exploring how pre-adoption beliefs based on TAM, influenced by socio-cognitive factors, drive satisfaction and continued usage.