Local community and adoption of solar energy in Iran (Case study of Golestan Province)

This study examines the role of local communities in adopting solar energy technology in Golestan Province, Iran. The theoretical framework integrates social acceptance of innovation theories by Wüstenhagen et al. (2007) and Upham et al. (2015) with the Technology Acceptance Model (TAM) by Davis (1989). Methodologically, this is a survey-based study that collected data via a Researcher-made questionnaire from 400 citizens selected through proportional stratified random sampling combined with multi-stage cluster sampling. Face validity was confirmed by experts, and reliability was assessed using Cronbach’s alpha. Results indicate a positive relationship between independent variables (e.g., perceived usefulness, ease of use, relative advantage, awareness, trust in developers, price evaluation, and user attitudes) and users’ intention to adopt solar energy. Regression analysis shows that independent variables explain 36% of the variance in the dependent variable. Structural equation modeling confirms direct effects of these variables on adoption intention. The combined model effectively explains social acceptance of solar energy, making it suitable for similar studies in other Iranian regions. Based on the findings, local governments in Golestan should implement awareness campaigns, financial incentives, and public education initiatives to promote wider adoption of solar energy technologies.