Determining the influencing factors of consumers’ attitude toward renewable energy adoption in developing countries: a roadmap toward environmental sustainability and green energy technologies

The energy sector is a crucial pillar of the economic development of every nation. In developing countries, renewable energy deployment is scarce; consequently, the government and private sectors are exploring efficient energy resources. This research aims to scrutinize the linkages among value orientation, utilitarian benefits, collectivism, the reason for adoption, attitude toward renewable energy (RE), and adoption intention in the renewable energy context. The study analyzes survey data from 359 Pakistani consumers using solar panels for households. An approach called structural equation modeling is applied to evaluate hypotheses. Empirical findings suggest that value orientation positively and significantly influences the reason for the adoption of RE and attitude toward RE. Similarly, the utilitarian benefit positively and substantially affects attitude toward RE. Moreover, collectivism and reason for adoption are substantially and favorably related to attitude toward RE. The study’s findings also show that customer intentions to use renewable energy are favorably and substantially influenced by RE attitudes. The research has contributed to the enhancement of future avenues for scholars and professionals are provided by the literature on renewable practice.