Factors Influencing Social Perception of Residential Solar Photovoltaic Systems in Saudi Arabia

Saudi Arabia has taken major steps to shift from an oil-centered to more environmentally-focused economy. One approach made recently is to enable households to possess and generate electricity by using small-scale residential solar photovoltaic systems (RSPSs). However, the number of applications to install this technology in residences is significantly low. Social acceptance of solar energy is essential for a successful energy transition. Hence, the present study aims to examine factors that may potentially motivate or impede individuals from purchasing RSPSs based on the diffusion of innovations theory. A cross-sectional, web-based survey is conducted including 1498 participants from the five main regions of Saudi Arabia. Results revealed a good cognition level in relation to solar energy, where the majority (64–83%) of respondents are aware of the benefits. An overwhelming proportion of the respondents (97%) associate RSPSs with a significantly positive image, with no significant variation in the acceptance or rejection rates among the five areas covered by the survey (p = 0.1). The results also show high statistical significance for the differences between RSPS acceptors and rejecters in all innovation attributes (p < 0.001). However, the perception of relative advantage has a higher correlation with acceptance RSPSs. These perceived advantages were of rather long-term nonfinancial benefits, such as environmental protection against global warming and provision of unlimited power, rather than the revenue related to direct costs benefits. The study also revealed that the installation cost was the most significant barrier to adopting the RSPS, which can be a focus for RSPS dissemination policies.