Modelling Gen Z’s Photovoltaic Purchase Intentions: A Mediator–Moderator Model

This study aims to explore the significant factors that predicted the purchase intention (PI) of Generation Z (Gen Z) in China on photovoltaics (PV) products. The Theory of Planned Behaviour (TPB) is extended with two exogenous variables (environmental responsibility (ER) and environmental consciousness (EC)) and government support (GS) as a moderator. In the proposed model, three TPB dimensions also serve as mediators. A total of 675 valid responses from Generation Z in China were gathered via purposive sampling and analysed using partial least squares–structural equation modelling (PLS-SEM). The findings revealed that subjective norms (SN), perceived behavioural control (PBC), and EC exerted a substantial influence on PI towards PV products. In accordance with the findings, EC has an indirect effect on PI via SN and PBC. In addition, the moderation analysis revealed that GS significantly enhances the relationship between EC and PI. Several important practical implications derived from the findings of the study were discussed, and it could be a useful reference for stakeholders in framing strategies to promote the PI of PV products. This study extends the TPB model by including two possible exogenous variables and examining the moderator and mediator propositions that significantly influence the PI of PV products, based on a comprehensive literature review. The proposed model is envisaged to provide additional evidence on the topic.