Unravelling the drivers of renewable energy adoption through an extended TPB framework with moral identity, sustainable knowledge and social influences

Purpose The current study examines the factors that influence attitudes towards renewable energy and the implications that such attitudes have for the intention to adopt renewable energy systems based on the theory of planned behaviour (TPB) as the theoretical framework. In particular, the study uses the TPB through the incorporation of moral identity and sustainable knowledge to fill a gap in the existing body of knowledge regarding the inadequacy of ethical self-concept and sustainability-associated cognition regarding the adoption of renewable energy. Design/methodology/approach The structured survey data were collected, and partial least squares structural equation modelling was used to analyse the data. The measurement model was first established in terms of reliability and discriminant validity. Subsequently, the PLS bootstrapping was carried out to examine the relationship between variables in the structural model. Findings The results show that moral identity and sustainable knowledge act as major predictors of positive attitudes to renewable energy, which predicts the intention to adopt it with significant power. Besides this, subjective norms and perceived behavioural control have a direct influence on attitudes. Originality/value This study advances the TPB theory by integrating moral identity and sustainable knowledge as novel predictors of renewable energy attitudes and adoption intention. This study extends the TPB beyond its traditional attitude, normative and control elements by adding to its explanatory power in the adoption of renewable energy. The empirical findings provide theory-based suggestions to practitioners and policymakers, related to the development of ethically based and knowledge-based interventions, to strengthen pro-adoption attitudes and accelerate a shift to renewable energy.