DIGITAL MARKETING AND CONSUMER KNOWLEDGE : RESIDENTIAL SOLAR ENERGY ADOPTION INTENTION THROUGH PERCEIVED SUSTAINABLE PRODUCT INNOVATION
Keywords:
Digital Marketing, Consumer Knowledge, Perceived Sustainable Product Innovation, Residential Solar Energy, Adoption Intention
Abstract
This study examines the influence of digital marketing and consumer knowledge on residential solar energy adoption intention, with perceived sustainable product innovation serving as a mediating variable. A quantitative survey approach was employed using data collected from 223 respondents in Indonesia and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate that digital marketing and consumer knowledge positively and significantly influence perceived sustainable product innovation and residential solar energy adoption intention. Perceived sustainable product innovation also significantly strengthens adoption intention and partially mediates the effects of both digital marketing and consumer knowledge. These findings indicate that consumers are more likely to consider adopting residential solar energy when they receive relevant and credible digital information, possess sufficient knowledge about solar technology, and perceive solar energy as an innovative and sustainable solution. The study contributes to the renewable energy adoption literature by integrating external marketing communication, internal consumer knowledge, and perceived sustainable innovation within a single consumer-level framework. It also highlights perceived sustainable product innovation as an important mechanism through which digital marketing and consumer knowledge translate into stronger adoption intentions. From a practical perspective, solar energy providers and related stakeholders should strengthen informative and credible digital communication, improve consumer understanding of solar technology, and emphasize its innovative and sustainability-related benefits. These efforts may help foster more favorable consumer perceptions and encourage greater intention to adopt residential solar energy.
References
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Hair, J. F., G. T. M. Hult, C. M. Ringle, and M. Sarstedt. 2022. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications, 3rd ed.
Haryanto, H., D. Rachmawatie, and A. Ma'ruf. 2026. Green consumption-based policy strategies for green economy development in Yogyakarta City. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 2716-2730. https://doi.org/10.31955/mea.v10i1.7356
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Huang, H.-L., and L.-K. Cheng. 2022. Predicting intention of residential solar installation: The role of ecological lifestyle, consumer innovativeness, perceived benefit, government incentives, and solar product knowledge. Energy & Environment, 34(6), 1826–1843. https://doi.org/10.1177/0958305X221100525
Kratschmann, M., and E. Dütschke. 2021. Selling the sun: A critical review of the sustainability of solar energy marketing and advertising in Germany. Energy Research & Social Science, 73, 101919. https://doi.org/10.1016/j.erss.2021.101919
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Kumar, V., and A. K. Kaushik. 2022. Solar rooftop adoption among Indian households: A structural equation modeling analysis. Journal of Social Marketing, 12(4), 513–533. https://doi.org/10.1108/JSOCM-07-2021-0170
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Nautiyal, S., and C. Lal. 2022. Product knowledge as a facilitator of organic purchase intention in emerging markets: Empirical evidence from India. Journal of Cleaner Production, 372, 133782. https://doi.org/10.1016/j.jclepro.2022.133782
Nekmahmud, M., F. Naz, H. Ramkissoon, and M. Fekete-Farkas. 2022. Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185, 122067. https://doi.org/10.1016/j.techfore.2022.122067
Pramadya, F. A., and K. N. Kim. 2024. Promoting residential rooftop solar photovoltaics in Indonesia: Net-metering or installation incentives? Renewable Energy, 222, 119901. https://doi.org/10.1016/j.renene.2023.119901
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Sarfraz, M., L. Ivascu, M. I. Abdullah, I. Ozturk, and J. Tariq. 2022. Exploring a pathway to sustainable performance in manufacturing firms: The interplay between innovation capabilities, green process, product innovations and digital leadership. Sustainability, 14(10), 5945. https://doi.org/10.3390/su14105945
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Sun, J., B. Ma, and L. Zhao. 2023. Can customer participation promote supplier green innovation in the social media environment? The mediating role of green dynamic capability and the moderating role of social media use. Journal of Business-to-Business Marketing, 31(1), 1–25. https://doi.org/10.1080/1051712X.2023.2256312
Tran, T. H. H., and T. D. Vu. 2025. Enhancing renewable energy product consumption of young customers through Sustainable Development Goals knowledge: An application of the Theory of Planned Behavior. Sustainability, 17(9), 3784. https://doi.org/10.3390/su17093784
Xin, Y., and D. Long. 2023. Linking eco-label knowledge and sustainable consumption of renewable energy: A roadmap towards green revolution. Renewable Energy, 207, 531–538. https://doi.org/10.1016/j.renene.2023.02.102
Yin, S., and Y. Zhao. 2024. Digital green value co-creation behavior, digital green network embedding and digital green innovation performance: Moderating effects of digital green network fragmentation. Humanities and Social Sciences Communications, 11(1), 228. https://doi.org/10.1057/s41599-024-02691-5
Alipour, M., H. Salim, R. A. Stewart, and O. Sahin. 2021. Residential solar photovoltaic adoption behaviour: End-to-end review of theories, methods and approaches. Renewable Energy, 170, 471–486. https://doi.org/10.1016/j.renene.2021.01.128
AlKoliby, I. S. M., H. H. Abdullah, and N. M. Suki. 2023. Linking knowledge application, digital marketing, and manufacturing SMEs’ sustainable performance: The mediating role of innovation. Journal of the Knowledge Economy, 15(2), 6151–6177. https://doi.org/10.1007/s13132-023-01157-4
Asif, M. H., T. Zhongfu, B. Ahmad, M. Irfan, A. Razzaq, and W. Ameer. 2022. Influencing factors of consumers’ buying intention of solar energy: A structural equation modeling approach. Environmental Science and Pollution Research, 30(11), 30017–30032. https://doi.org/10.1007/s11356-022-24286-w
Aslam, W., O. Razzaque, I. Arif, and K. Farhat. 2022. Impact of spirituality, religiosity, knowledge and attitude on green purchase intention in Pakistan. International Journal of Green Economics, 16(4), 331. https://doi.org/10.1504/IJGE.2022.128997
Awwad, A., A. L. M. Anouze, and N. O. Ndubisi. 2022. Green customer and supplier integration for competitive advantage: The mediation effect of sustainable product innovation. Sustainability, 14(16), 10153. https://doi.org/10.3390/su141610153
Az-Zahra, P., and A. Sukmalengkawati. 2022. Pengaruh digital marketing terhadap minat beli konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 2008-2018. https://doi.org/10.31955/mea.v6i3.2573
Bekti, D. B. M., Y. T. Prasetyo, A. A. N. P. Redi, A. S. Budiman, I. M. P. L. Mandala, A. R. Putra, S. F. Persada, R. Nadlifatin, and M. N. Young. 2021. Determining factors affecting customer intention to use rooftop solar photovoltaics in Indonesia. Sustainability, 14(1), 280. https://doi.org/10.3390/su14010280
Bollinger, B., K. Gillingham, S. Lamp, and T. Tsvetanov. 2024. Promotional campaign duration and word of mouth in solar panel adoption. Marketing Science, 43(5), 1132–1148. https://doi.org/10.1287/mksc.2022.0243
Cha, M.-K., C. L. Struthers, M. A. Brown, S. Kale, and O. Chapman. 2024. Toward residential decarbonization: Analyzing social-psychological drivers of household co-adoption of rooftop solar, electric vehicles, and efficient HVAC systems in Georgia, U.S. Renewable Energy, 226, 120382. https://doi.org/10.1016/j.renene.2024.120382
Cheam, W.-Y., L.-S. Lau, and C.-Y. Wei. 2021. Factors influencing the residence’s intention to adopt solar photovoltaic technology: A case study from Klang Valley, Malaysia. Clean Energy, 5(3), 464–473. https://doi.org/10.1093/ce/zkab021
Coelho, A., J. Ferreira, and C. Proença. 2023. The impact of green entrepreneurial orientation on sustainability performance through the effects of green product and process innovation: The moderating role of ambidexterity. Business Strategy and the Environment, 33(4), 3184–3202. https://doi.org/10.1002/bse.3648
Creswell, J. W., and J. D. Creswell. 2023. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications, 6th ed.
Diva, M. A., and F. D. Pranatasari. 2023. Analisis social media marketing, knowledge dan attitude pada niat konsumen untuk membeli sustainable products. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 1433-1451. https://doi.org/10.31955/mea.v7i3.3546
Eliva, N., R. Nurcahyo, M. Habiburrahman, and B. Lianto. 2025. Consumers’ intention on rooftop PV adoption to promote renewable energy using extended UTAUT model in Indonesia. International Journal of Sustainable Energy Planning and Management, 47, 90–103. https://doi.org/10.54337/ijsepm.9992
Grębosz-Krawczyk, M., A. Zakrzewska-Bielawska, B. Glinka, and A. Glińska-Neweś. 2021. Why do consumers choose photovoltaic panels? Identification of the factors influencing consumers’ choice behavior regarding photovoltaic panel installations. Energies, 14(9), 2674. https://doi.org/10.3390/en14092674
Hair, J. F., G. T. M. Hult, C. M. Ringle, and M. Sarstedt. 2022. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications, 3rd ed.
Haryanto, H., D. Rachmawatie, and A. Ma'ruf. 2026. Green consumption-based policy strategies for green economy development in Yogyakarta City. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 2716-2730. https://doi.org/10.31955/mea.v10i1.7356
Henseler, J., C. M. Ringle, and M. Sarstedt. 2015. A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hossain, I., M. Nekmahmud, and M. Fekete-Farkas. 2022. How do environmental knowledge, eco-label knowledge, and green trust impact consumers’ pro-environmental behaviour for energy-efficient household appliances? Sustainability, 14(11), 6513. https://doi.org/10.3390/su14116513
Huang, H.-L., and L.-K. Cheng. 2022. Predicting intention of residential solar installation: The role of ecological lifestyle, consumer innovativeness, perceived benefit, government incentives, and solar product knowledge. Energy & Environment, 34(6), 1826–1843. https://doi.org/10.1177/0958305X221100525
Kratschmann, M., and E. Dütschke. 2021. Selling the sun: A critical review of the sustainability of solar energy marketing and advertising in Germany. Energy Research & Social Science, 73, 101919. https://doi.org/10.1016/j.erss.2021.101919
Kumar, P. 2025. Understanding solar energy adoption from social media: A mixed-methods investigation of collective intelligence. Journal of Cleaner Production, 514, 145790. https://doi.org/10.1016/j.jclepro.2025.145790
Kumar, V., and A. K. Kaushik. 2022. Solar rooftop adoption among Indian households: A structural equation modeling analysis. Journal of Social Marketing, 12(4), 513–533. https://doi.org/10.1108/JSOCM-07-2021-0170
Liu, D., S. Qi, and T. Xu. 2023. Visual observation or oral communication? The effect of social learning on solar photovoltaic adoption intention in rural China. Energy Research & Social Science, 97, 102950. https://doi.org/10.1016/j.erss.2023.102950
Nautiyal, S., and C. Lal. 2022. Product knowledge as a facilitator of organic purchase intention in emerging markets: Empirical evidence from India. Journal of Cleaner Production, 372, 133782. https://doi.org/10.1016/j.jclepro.2022.133782
Nekmahmud, M., F. Naz, H. Ramkissoon, and M. Fekete-Farkas. 2022. Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185, 122067. https://doi.org/10.1016/j.techfore.2022.122067
Pramadya, F. A., and K. N. Kim. 2024. Promoting residential rooftop solar photovoltaics in Indonesia: Net-metering or installation incentives? Renewable Energy, 222, 119901. https://doi.org/10.1016/j.renene.2023.119901
Ravat, L., A. Hemonnet-Goujot, and S. Hollet-Haudebert. 2024. Exploring how to develop data-driven innovation capability of marketing within B2B firms: Toward a capability model and process-oriented approach. Industrial Marketing Management, 118, 110–125. https://doi.org/10.1016/j.indmarman.2023.12.015
Saleem, S., and Y. Zhang. 2024. Impact of knowledge and trust on households’ solar energy consumption behavior: Do social influence and gender matter? Energy, 293, 130719. https://doi.org/10.1016/j.energy.2024.130719
Sarfraz, M., L. Ivascu, M. I. Abdullah, I. Ozturk, and J. Tariq. 2022. Exploring a pathway to sustainable performance in manufacturing firms: The interplay between innovation capabilities, green process, product innovations and digital leadership. Sustainability, 14(10), 5945. https://doi.org/10.3390/su14105945
Shakeel, S. R., H. Yousaf, M. Irfan, and A. Rajala. 2023. Solar PV adoption at household level: Insights based on a systematic literature review. Energy Strategy Reviews, 50, 101178. https://doi.org/10.1016/j.esr.2023.101178
Sun, J., B. Ma, and L. Zhao. 2023. Can customer participation promote supplier green innovation in the social media environment? The mediating role of green dynamic capability and the moderating role of social media use. Journal of Business-to-Business Marketing, 31(1), 1–25. https://doi.org/10.1080/1051712X.2023.2256312
Tran, T. H. H., and T. D. Vu. 2025. Enhancing renewable energy product consumption of young customers through Sustainable Development Goals knowledge: An application of the Theory of Planned Behavior. Sustainability, 17(9), 3784. https://doi.org/10.3390/su17093784
Xin, Y., and D. Long. 2023. Linking eco-label knowledge and sustainable consumption of renewable energy: A roadmap towards green revolution. Renewable Energy, 207, 531–538. https://doi.org/10.1016/j.renene.2023.02.102
Yin, S., and Y. Zhao. 2024. Digital green value co-creation behavior, digital green network embedding and digital green innovation performance: Moderating effects of digital green network fragmentation. Humanities and Social Sciences Communications, 11(1), 228. https://doi.org/10.1057/s41599-024-02691-5
Published
2026-10-10
How to Cite
Khoirunisa’, D., Arifah, I. D., & Al Kuraimi, A. (2026). DIGITAL MARKETING AND CONSUMER KNOWLEDGE : RESIDENTIAL SOLAR ENERGY ADOPTION INTENTION THROUGH PERCEIVED SUSTAINABLE PRODUCT INNOVATION. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(3), 462-487. https://doi.org/10.31955/mea.v10i3.7924
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