Extend theory of planned behaviour model to explain rooftop solar energy adoption in emerging market. Moderating mechanism of personal innovativeness

Switching to eco-friendly electrical equipment is a solution promoted by many countries toward the goal of sustainable development. This study develops the Theory of Planned Behavior (TPB) model to evaluate the influence of several factors on customers' adoption intention for rooftop solar energy products in emerging markets. i.e., Vietnam. The results of Structural Equation Modeling (SEM) analysis have shown that government incentive policies and environmental knowledge positively affect attitude towards adoption. In addition, adoption intention is motivated by subjective norms, environmental knowledge and attitude towards adoption. In contrast, the perceived monetary barrier significantly impedes adoption intention, but it can be alleviated by the factor of environmental knowledge. Among all independent factors, government incentive policies is found not to leave significant impact on customer intention adoption. In particular, the study also demonstrated the moderating role of personal innovativeness on the relationship between attitude and intention as well as perceived monetary barriers and intention adoption. These findings help to increase understanding of sustainable consumption behaviour in emerging countries and allow authors to suggest some implications for policy-makers and rooftop solar energy technology providers. •Evaluate the influence of some factors on attitude towards adoption and adoption intention of rooftop solar energy products in Vietnam.•Examine the moderating role of personal innovativeness on the relationships between attitude towards adoption, perceived monetary barriers and adoption intention.•Suggest several implications for businesses and the Government to develop rooftop solar energy systems in Vietnam.