Investigating the Determinants of the Adoption of Solar Photovoltaic Systems—Citizen’s Perspectives of Two Developing Countries

The adoption of solar photovoltaic (PV) systems is seen as an important part of the sustainable energy transition. In this regard, it is crucial to identify the determinants of solar (PV) systems’ adoption to facilitate this process. Therefore, this article aims to examine the determinants of SPVS adoption by contrasting the relationships in a cross-cultural environment. For the accomplishment of the purpose, this paper follows a quantitative method in which data is analysed by adopting the PLS-SEM approach using SmartPLS 3.3.9. After analysing the collected data of 464 consumers from Somalia and Pakistan, it is found that perceived usefulness, perceived ease-of-use, compatibility, observability, and perceived trust are significant predictors. However, no significant difference in influencing determinants has been observed between the two cultures using multi-group analysis. Further, perceived trust is not revealed as a significant determinant of behavioural intention in the Somalian context. The strongest relationship is found between attitude and behavioural intention in both cultures. In Somalia, the results reveal a variance of 49% in attitudes and 51% in intention to adopt SPVSs. In Pakistan, a variance of 60.1% in attitudes and 76.8% in intention to adopt SPVSs is found. Implications for both academics and managers to scale-up the adoption of SPVSs are made.