Abstract/Summary

Solar PV technology holds significant potential for addressing energy access issues in rural Zambia. However, adoption rates remain low despite numerous interventions. This study explores the impact of community-based interventions, leveraging local networks, individual benefits, and peer consultation, on accelerating PV adoption and willingness to pay. The primary aim is to understand how social and individual benefits influence PV adoption intention and examine the relationship between visual exposure to solar technology and adoption intention. The research seeks to inform policies and interventions that promote sustainable energy access and socio-economic development in rural Zambia and similar contexts. Over 6 months, a qualitative study was conducted involving 58 interviews, 7 focus group discussions, pictorial evidence, and observational techniques. The study engaged 120 rural subsistence farmers and 16 commercial farmers across three regions of Zambia, using five local languages. The research employed the Rural Development Stakeholder Hybrid Adoption Model (RUDSHAM) that was developed for this research, which combines the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and Diffusion of Innovations (DOI) theory. Findings reveal that shifting individual and community mindsets is crucial for project sustainability. Emphasizing individual benefits leads to broader community advantages as participation increases. Additionally, PV adoption and willingness to pay can be catalysed through systematic knowledge dissemination and leveraging peer and social influence. The study highlights the need for donors to deepen their understanding of poverty to make effective interventions. These insights provide a foundation for developing targeted strategies to enhance PV adoption in rural settings.