Youth’s intention to adopt solar panels in Indonesia: A theory of planned behaviour approach

Abstract

Even though Indonesian youth exhibit strong environmental awareness and enthusiasm toward green jobs, their adoption of solar panels remains notably low. A clear disparity exists between their pro-environmental consciousness and actual purchasing intentions for renewable energy technologies. This study explores Youth’s Intention to Adopt Solar Panels in Indonesia: A Theory of Planned Behaviour Approach. Data were collected through a questionnaire administered to 300 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that social norms, perceived price, and perceived product knowledge significantly influence purchase intention. Among these variables, perceived product knowledge emerges as the most dominant factor affecting young Indonesians’ willingness to adopt solar panels, Interestingly, attitude or personal preference shows no significant effect, suggesting that purchase decisions are guided more by practical considerations of “need and affordability” rather than personal liking. The study highlights that Indonesian consumers’ purchase intentions are shaped by an intricate interplay of informed decision-making, rational cost-benefit assessments, and social influence, prioritizing logical reasoning over emotional preference.