Customers' purchase intention of renewable energy in Jordan: the case of solar panel systems using an extended theory of planned behavior (TPB)

Purpose This study aims to examine the influence of various factors on the customers’ purchase intention of renewable energy in Jordan. The hypotheses and model of the study were adopted from previous studies. Design/methodology/approach The present study was undertaken based on an online survey of 428 Jordanians who are nonusers of renewable energy. The sample was selected using a stratified random sampling method using a structured questionnaire method. Data were analyzed using SPSS version 25. Findings The results indicated that attitudes, subjective norms (social influence), perceived price, knowledge and perceived behavioral control significantly affect the purchase intention of Jordanian customers to adopt renewable energy. Moreover, the study confirms that there are statistically significant differences between demographic variables such as age, income and education about renewable energy purchasing intentions, whereas gender was not significant. Research limitations/implications Some limitations have been identified. First, the generalizability of the findings is one of the common limitations of scientific research, and this study is not an exception. In this regard, the current study has been carried out in the south of Jordan. Therefore, to expand the validity of the findings, future studies need to be attempted in other places in Jordan. Second, the existing study focused on solar panel systems as a form of renewable energy. Future studies could focus on other kinds of renewable energy, such as wind energy. Third, although the sample size of this study was appropriate and sufficient, future studies could use larger samples to enhance the robustness of the results. Practical implications The findings of the current study could help practitioners in the renewable energy industry by identifying the key factors that motivate Jordanian customers to purchase and use such technology. They may use the findings of this study in the formulation of marketing policies and the development of marketing strategies to attract more customers to purchase and use renewable energy appliances like solar panels. Originality/value This is one of the few studies in the energy industry of Jordan devoted to developing and testing a model of determinants of purchasing intentions for solar panel systems that focuses on renewable energy purchasing behavior. Further, this study used demographic variables as control variables, which makes the study different from other studies by investigating the role of demographic characteristics in the context of the purchase intention for solar panel systems.