Sustainable choices : how heuristics influence attitudes and adoption intentions toward solar energy

Abstract

The adoption of solar energy transcends financial considerations, reflecting complex psychological processes that influence consumer attitudes and behaviors. This study examines how cognitive heuristics—availability, representativeness, and anchoring—interact with the Theory of Planned Behavior (TPB) to shape solar energy adoption in urban households in northeastern Brazil. Using data from 380 respondents, analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), the research identifies the availability heuristic as the most influential predictor of attitude, emphasizing the impact of vivid, relatable information. Anchoring, while secondary, highlights how initial perceptions of cost shape subsequent decisions. In contrast, representativeness exhibited no significant effect, challenging assumptions about the role of stereotypes in consumer behavior. The findings highlight the necessity of tailored communication strategies that leverage relatable narratives and address cognitive biases to bridge gaps in consumer perception. By focusing on these psychological dimensions, this research provides actionable insights for policymakers and marketers aiming to enhance solar adoption rates. The study contributes to

the global discourse on renewable energy by offering a nuanced understanding of decision- making processes, particularly in the context of emerging economies. Aligning with the United

Nations Sustainable Development Goals (SDGs), this work underscores the importance of psychological factors in driving the transition to sustainable energy systems..