چكيده به لاتين
Given the importance of developing solar energy technologies to address energy crises and reduce environmental impacts, as well as Iran's potential to harness this type of energy, this study investigates the factors influencing the adoption, investment, and social marketing of these technologies among Iranian households. The development of such technologies requires a precise understanding of the variables and dimensions affecting the behavior of consumers. This research employed a mixed-methods approach. In the initial phase, qualitative methods, including semi-structured interviews and open, axial, and selective coding, were used to identify variables and their dimensions. In the quantitative phase, data were collected from households in Tehran province and analyzed using exploratory factor analysis and structural equation modeling to develop the research model. The validity, reliability, and fit of the model, as well as the research hypotheses, were evaluated. The results revealed that increasing households' intention to adopt solar energy technologies could enhance their intention to invest in solar energy projects but did not affect their intention to engage in social marketing of these technologies. However, individuals with a strong inclination to invest in solar energy projects were more likely to participate in social marketing. Furthermore, the findings showed that the adoption of solar technologies (R2=0.875) was influenced by factors such as awareness (e.g., awareness about solar energy), perceived financial infrastructure, regulations (e.g., realistic energy pricing and policies discouraging fossil fuel consumption), financial and tax incentives, guaranteed purchase agreements, technological capability (e.g., ease of use, simple installation, low maintenance, portability, adequate warranties, expected performance, and enhanced accessibility), green social culture (e.g., social impacts, environmental concerns, and community green orientation), self-efficacy, and reduced perceived costs. Technophobia had a negative effect, while green behavior was not significant in influencing adoption. Technophobia was shown to significantly decrease through households' perceived technological capability and self-efficacy. Investment in solar energy projects (R2=0.775) was positively influenced by awareness, incentives, financial infrastructure, capital repayment guarantees, perceived trust, and reduced risk (financial and performance risks). Technophobia had no significant effect on investment, but green behavior, driven by environmental orientations and green marketing, showed a notable positive impact. The study also found that the social marketing of solar technologies (R2=0.618) was influenced by technological capability (e.g., ease of use and reliability), green behavior (e.g., pro-environmental behavior and green marketing), green social culture (e.g., social impacts, environmental concerns, and community green orientation), and perceived social influence. Awareness and technophobia did not significantly affect households' intention to engage in social marketing.The results further indicated that experience with solar technologies, as a moderating variable, significantly influenced the relationship between adoption and investment but did not enhance the relationship between adoption and social marketing. The conceptual model developed in this study provides a comprehensive framework for policymakers and energy sector stakeholders to accelerate the development and adoption of solar energy technologies by focusing on influential factors. Based on the findings, policy recommendations were proposed for various sectors, and suggestions for future research were provided in light of the study's limitations.
