The easy way of participating in energy transition — Investigating the purchase intention for plug-in solar devices using an extended theory of consumption values

Renewable energies, such as solar, are essential to combat climate change. Plug-in solar devices (PSD), a form of photovoltaic systems, provide a simple way for consumers to participate in the energy transition, as the devices are smaller and more affordable. However, there is still a need to understand, why consumers purchase those devices. We assume that the Theory of Consumption Values (TCV) might be useful to better understand consumers' purchasing behavior. To test this assumption, we conducted two studies. A qualitative study to test the suitability of the TCV and further determinants for a possible extension, leading to the theory being expanded with two additional values, namely environmental value and autarky value. To empirically test our modified theory, we secondly conducted a survey study ( n = 445). Using structural equation modeling, we found that 64.4% of the variance of the purchase intention toward PSD can be explained by our modified theory. In particular, our data showed that functional value price, conditional value, epistemic value, as well as social value have a positive influence on the purchase intention. Based on these results, several managerial, policy, and theoretical implications are discussed.