I'm Stocking (up) on Sunshine. Behavior Change Factors of Solar Panel Adoption.

Abstract

This study tested the application of the information-motivation-behavioral skills (IMB) model in the context of solar panel installation for private households in Germany. Moreover, this elicitation research explored levels of information, motivation, and behavioral skills. Participants (N = 138) completed a questionnaire assessing knowledge, attitudes, social norms, behavioral intention, self-efficacy, and objective behavioral skills. Behavior was measured by summing the different behavioral steps to a solar panel investment decision that people had already taken. Mediation analysis using PROCESS revealed non-significant indirect effects of information and motivation through behavioral skills but direct effects of motivation and behavioral skills on behavior. Elicitation results suggest relatively high levels of information and motivation and deficits in behavioral skills with regard to solar panel installation, highlighting the importance of tackling behavioral skills in possible interventions. Future research should test the IMB model in the same context with improved measures of information, motivation, and outcome behavior and consider different target groups.