A deep dive into the factors affecting household solar photovoltaic adoption: An extended perspective of the value-based adoption model

Solar photovoltaic (PV) products have emerged as a promising solution to address environmental and green energy issues in light of increasing concerns about carbon emissions, environmental awareness, and renewable energy. This research uses the value-based adoption model (VAM) to examine how perceived benefits and sacrifices impact the adoption intention of PV technology. It additionally explores the role of familiarity with the service as a moderator and its impact on perceived harm risk, perceived value, and adoption intention. The results reveal that economic and environmental benefits significantly influence perceived value, while perceived financial and harm risks also play substantial roles in shaping perceived value. Moreover, the study shows a positive relationship between perceived value and the intention to adopt solar PV and also suggests that familiarity with solar services moderates the relationship between perceived harm risk and perceived value. These insights are valuable for policymakers and energy companies seeking to understand consumers’ perspectives better and increase their intentions to adopt PV technology.