Context matters: A cross-cultural analysis of drivers, barriers, and sustainability impacts of household decisions on solar PV

The transition to renewable energy is critical in addressing global climate challenges, yet household adoption of photovoltaic (PV) solar systems remains limited, particularly in diverse socio-economic and cultural contexts. This study investigates the drivers and barriers influencing household decisions to install solar energy systems and their impact on sustainable consumption behaviors, focusing on Malaysia and Palestine as contrasting cultural and socio-economic contexts. The study offers a novel theoretical integration by extending Behavioral Reasoning Theory (BRT) to directly assess the decision to install—rather than mere intention—and by incorporating Innovation Resistance Theory (IRT) to examine both motivators and inhibitors. Using survey data from 768 respondents and Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-group analysis (MGA), the findings reveal cross-cultural differences. In Malaysia, environmental values strongly influence reasons for adoption and the decision to install, highlighting the role of supportive policies and incentives. Conversely, in Palestine, systemic socio-economic barriers dilute these effects. The decision to install PV systems was positively linked to sustainable consumption behaviors in both contexts, albeit more pronounced in Malaysia. These findings underscore the importance of enabling environments in enhancing the adoption and sustainability impacts of PV technology and highlight the need for tailored interventions to address barriers in resource-constrained regions.