The Mediating Role of Perceived Environmental Benefits in the Relationship between Perceived Environmental Concerns and Attitudes Toward Behaviors: The Case of Solar Photovoltaic Adoption in Indonesia

Abstract

This study explores psychological and behavioral pathways in pro-environmental behaviors. Given the mixed evidence on how environmental concerns influence solar PV adoption, this research examines the mediating role of perceived environmental benefits in shaping attitudes toward behavior. Employing a quantitative approach, survey data from 160 respondents were empirically assessed to delineate the interrelationships among perceived environmental concerns, perceived environmental benefits, and behavioral attitudes in the context of solar PV adoption in Indonesia. The results suggest that while attitudes toward behavior are influenced by perceived environmental concern, stronger impact occurs through the mediation of perceived environmental benefits. Although the direct effects are significant, they are comparatively weaker, suggesting that while value orientation and ethics serve as motivational factors, they are not the primary drivers of adoption. This study contributes to the discourse on solar PV adoption as part of a carbon neutrality strategy by highlighting the tangible benefits of an eco-friendly approach to renewable energy. Furthermore, it provides insights for policymakers to enhance communication strategies that improve public perception of environmental benefits, ultimately fostering greater acceptance of renewable technologies. Future research should further explore these relationships across diverse empirical contexts and integrate them into broader discussions on sustainability.