As global climate risks intensify, the adoption of renewable energy technologies such as solar photovoltaic (PV) systems is critical for mitigating greenhouse gas emissions. China has emerged as a leading PV producer, yet its technologies face skepticism in Western markets. This study examines how U.S. consumers perceive Chinese solar technologies, integrating the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) to investigate cognitive, normative, and value-based determinants of attitudes and purchase intentions. Using survey data from 203 U.S. respondents and structural equation modeling, the study finds that product quality and technological innovation perceptions strongly shape attitudes, environmental values, and environmental collectivism, with technological credibility emerging as the most influential predictor of positive evaluations. Environmental collectivism, rather than individual environmental values, mediates attitudes and indirectly influences purchase intentions, highlighting the role of shared climate responsibility in shaping support for foreign renewable technologies. Subjective norms exert limited direct influence, reflecting the individualistic cultural context of the U.S., but are indirectly shaped by product evaluations. Overall, the integrated TPB–TAM framework explains 79% of variance in purchase intention, offering insights into how technical assessments, cultural values, and global ethical considerations interact to drive cross-cultural acceptance of renewable energy technologies. Findings inform communication strategies for Global South firms seeking legitimacy, trust, and adoption in Western markets.

Authors:
Zhuxuan Yan, Shanghai International Studies University, China

About the Presenter(s)
Dr. Yan Zhuxuan is an assistant professor at the School of Journalism and Communication at Shanghai International Studies University.

See this presentation on the full schedule – Saturday Schedule

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