Impact of Households’ Future Orientation and Values on Their Willingness to Install Solar Photovoltaic Systems

Abstract

Solar energy is increasing in popularity as a renewable energy source, which reduces greenhouse gas emissions. Even though many governments promote solar energy by giving various incentives, its adoption rate in households is slow. Psychological factors have been relatively overlooked in solar adoption, despite the importance of social and economic factors. Therefore, the purpose of this study is to investigate how psychological determinants impact households’ willingness to install solar photovoltaic (PV) systems. This study focusses on the future orientation and personal values (biospheric, altruistic, and egoistic values) of households’ and their willingness to install solar PV systems. The research draws from three environmental psychology theories: values orientation theory, value beliefs and norms theory, and the theory of planned behaviour to construct an integrative theoretical model. A survey involving 179 respondents in Australia was conducted and analysed applying the PLS-SEM technique. Findings revealed that future orientation and values are significant predictors of household willingness to install solar PV systems. Further, findings showed that attitude and perceived behavioural control play a significant role in installing solar. The findings will assist policymakers and solar companies in developing lucrative policies and marketing strategies to promote solar PV systems among households.