Factors influencing consumers' willingness to adopt renewable energy technologies: A paradigm to alleviate energy poverty

Energy poverty is a persistent issue in India, impeding environmental and socio-economic progress. The transition from conventional to renewable energy technology offers the optimal alternative solution to alleviate this significant issue. However, successful adoption of these technologies heavily depends on the consumers' willingness. This study aims to evaluate the factors influencing consumers' willingness to adopt renewable energy technologies to alleviate energy poverty. Additionally, this study added a further novel factor (crime concern) with the existing factors (belief about renewable technology benefits expectation, renewable energy technology cost, environmental concern, subjective norms) to the extended theory of planned behavior. The analysis confirmed that consumers' strong belief system, environmental concerns and subjective norms positively impact the consumers' willingness to adopt reliable and affordable renewable energy. Cost and crime concern negatively influence consumers' willingness to use this optimal technology. Interestingly, the findings of this study indicate that the consumers' willingness to adopt renewable energy technologies has a notable impact on alleviating energy poverty. This study provides significant insights for governments, renewable energy technology manufacturers, and other relevant stakeholders to enhance the widespread uptake of renewable energy technology among consumers to achieve sustainable energy development goals in the context of energy poverty alleviation.