Zondi, Lucky2024-09-112024-09-112023Zondi, Lucky. (2023). Factors influencing the adoption of solar PV technology by South African householders [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/40733https://hdl.handle.net/10539/40733A research article submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfillment of the requirements for the degree of Master of Business Administration Johannesburg, 2023South Africa is endowed with one of the best solar resources in the world. Yet South African households are experiencing load shedding or rolling blackouts due to poor performance of coal-fired power stations that are operated by the national power utility, Eskom. One of the options to reduce the impact of load shedding for households is to generate and supply their own electricity from rooftop solar photovoltaic (PV) systems. This study was aimed at developing an understanding of motivational and control factors that influence decision-making in the adoption of rooftop solar PV technology by South African households. The framework of the Theory of Planned Behaviour (TPB) was applied to investigate the extent to which attitude, perceived social pressure and subjective knowledge influence the intention of households to purchase and install rooftop solar PV systems. This study expands the body of knowledge that can inform marketing activities and government policymaking aimed at improving the uptake of rooftop solar PV systems in South Africa. The study targeted a population of post-graduate students through an online survey that yielded 239 respondents. The data and results were analysed using the structural equation modelling (SEM). The results of this study established that South African households had a positive attitude towards rooftop solar PV technology. But the attitude had an inconclusive association with the intention to purchase a rooftop solar PV system. Both the perceived social pressure and subjective knowledge had a positive association with the intention of households to purchase a rooftop solar PV system. It was recommended that marketers should disseminate relevant information to communities, and policymakers should develop policies and incentives that support the adoption of solar PV technology in South Africa. Future research was recommended to examine the household attitude construct in a larger sample, including other factors that may affect the household intention to purchase rooftop solar PV systemen© 2023 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.Theory of Planned BehaviourSolar photovoltaicAttitudePerceived social pressureSubjective knowledgeBehavioural intentionUCTDSDG-9: Industry, innovation and infrastructureDissertationUniversity of the Witwatersrand, Johannesburg