Rural consumer behavior toward solar power adoption during the sustainable energy transition in Vietnam

This study empirically tested an extended behavioral model to explain the intention to adopt solar photovoltaic (PV) technology among rural households in Vietnam. Building upon the Theory of Planned Behavior (TPB), the model introduces seven antecedent variables that influence consumers’ attitudes toward solar energy, including quality of life, monthly out-of-pocket expenses, durability, product knowledge, environmental concern, ecological lifestyle, and perceived benefits. The model hypothesizes that attitude serves as a mediator for intention. A quantitative design was employed, collecting data from 404 valid responses to interviews using structured questionnaires in three selected Vietnamese provinces (An Giang, Ninh Thuan, and Đak Lak). Structural Equation Modeling (SEM) was applied for hypothesis testing. Results confirm the pivotal mediating role of attitude in shaping solar adoption intention. Environmental concern and product knowledge emerged as the strongest drivers of attitude, though monthly out-of-pocket expenses showed a unique negative influence. Notably, durability did not significantly affect attitude, suggesting consumers prioritize immediate benefits in this emerging market. Theoretically, the study extends TPB by integrating relevant contextual variables. Practically, findings inform policy design, outreach strategies, and capacity-building to enhance solar uptake in underserved communities. This research offers timely insights into behavioral and contextual factors shaping rural energy transitions.