Due to China's massive usage of fossil fuels, climate change concerns have become serious challenges to the country's sustainable development. Despite the fact that China has effectively employed solar technology to address these problems, there is a paucity of research examining consumers' intention to adopt solar energy in the rural region of China. This study intends to fill this gap in the literature by studying consumers' buying intentions for solar energy in rural China for household purposes. Additionally, the study added to the theory of planned behavior by adding three new variables, namely, environmental knowledge, environmental concern, and beliefs about the benefits of solar energy. Primary data were collected from 847 respondents in Hebei Province using a comprehensive questionnaire survey. Structural equation modeling was employed to examine the data. Empirical results revealed that attitude, environmental knowledge, subjective norm, perceived behavioral control, and beliefs about the benefits of solar energy positively influence buying intention of solar energy. On the contrary, environmental concern had no significant effect on buying intention for solar energy. Study outcomes emphasize the critical significance of changing societal norms, boosting consumer awareness, redesigning regulatory mechanisms, and stressing the benefits provided by solar power through coherent and persistent efforts while simultaneously enhancing environmental sustainability practices.
Keywords: Buying intention; Green energy technologies; Solar energy; Structural equation modeling; Theory of planned behavior.
© 2022. The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature.