Modeling green energy consumption: nexus of normative beliefs and social-psychological motivations for residential solar PV adoption

Purpose People's environmental consciousness and social-psychological motivations primarily drive the transition from fossil fuels to alternative energy sources. In light of this, the study's main aim is to analyze a combined approach of the “modified Norm Activation Model” (m-NAM) and the “extended Theory of Planned Behavior” (eTPB), driven by normative beliefs and social-psychological motivations, to comprehend the phenomenon of green energy consumption for residential solar electricity. Design/methodology/approach To analyze this phenomenon, a multi-model analytical framework (mNAM, eTPB and “Unified mNAM-eTPB”) has been operationalized. In doing so, we thus separately examined each of the three models that were put forth: “mNAM” with subjective norms and PBC (model 1), “eTPB” with perceived policy effectiveness (model 2), and “Unified mNAM-eTPB” (model 3—the test model) using direct paths with SEM and mediation approach with PROCESS macro from the responses received from solar power users in India. Findings The findings corroborate the robustness of each of the three models with underlying relationships, both directly and indirectly, in the study. Furthermore, the outcomes confirm that the “eTPB” components and the intended behaviors in the test model are partially mediated by pro-environmental attitudes and individual norms. The research thus validates that combining social-psychological cues with normative perspectives – resulting in the “Unified mNAM-eTPB” methodology – leads to a more profound understanding of people's behavior regarding home solar power use. Research limitations/implications This research advances crucial policy recommendations to encourage people to use renewable energy (solar power) for household electricity. Originality/value Advancing renewable energy literature, this study pioneers a “Unified mNAM-eTPB” framework, uniquely integrating novel cognitive factors and psychological elements, including perceived policy effectiveness. It comprehensively analyses household solar electricity adoption decisions, addressing a crucial contextual gap in the Indian context.