Factors Influencing Intention to Adopt Solar Energy Solutions in Households in Zambia: Insights from the Theory of Planned Behaviour

Purpose – This study examined the factors that influence households' intention to adopt solar energy solutions in Zambia. This, in view of low adoption rates of solar energy solutions even in the wake of a widespread electricity power generation deficit across sub-Sahara Africa (SSA) has plagued the region with daily electricity load shedding lasting several hours at a time. Given the vast potential for solar energy generation in the region, solar energy solutions have become an attractive option to grid-based electricity, and many households have intentions of adopting these solutions. Methodology – Through the lens of the theory of planned behaviour (TPB), the study surveyed adult household members in Zambia who contributed towards the household's income. The participants were selected using the snowballing technique which yielded a sample of 961 respondents. The results were analysed using structural equation modelling. Results – The results show that attitude, trust, benefits and subjective norms influence the intention to adopt solar energy solutions. Trust and benefits also influence the intention to adopt solar energy solutions indirectly through attitude. Therefore, measures aimed at increasing the adoption of solar energy solutions should focus on improving the attitude, perceived benefits, trust in the solutions and consider subjective norms. Originality – The findings add to the understanding of the factors that influence the intention to adopt solar energy solutions in Zambia. Therefore, the findings can be used to inform measures aimed at improving solar energy uptake in Zambia. The study also reports on the previously unreported mediating role of attitude towards solar energy solution on the associations between perceived benefits and trust with solar energy solutions adoption intention.