Most developing countries, including Jordan, have abundant renewable energy sources, such as solar energy. However, despite these enormous potentials, the adoption rate remains low. Several previous studies addressed the feasibility, potential, and policies supporting investment in this technology, but none have been addressed from the perspective of customers at the national level. Therefore, this study attempts to examine factors influencing the adoption intentions of households toward solar photovoltaic (PV), using the innovation diffusion theory (IDT).Four dimensions from the diffusion of innovation theory have been adopted to assess household purchase intentions toward solar PV. Questionnaires were distributed through social media, with a total of 202 respondents. Structural equation modeling (SEM) was used to examine the data and derive the causal relationships of the proposed hypotheses. Results confirmed that relative advantage and observability have an influence on consumer intentions toward adoption, while compatibility and complexity have no influence on adoption intentions. The successful approach to support solar PV adoption will be helpful in reducing household electricity bills and thus support sustainable development.

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