Technology acceptance of household-scale solar PV systems in Hungary and in Poland – a comparative analysis using UTAUT2

This study examines the determinants of household intention to adopt residential solar photovoltaic (PV) systems in two coal-dependent regions of the European Union – Northern Hungary and Poland’s Śląskie Voivodeship, thereby addressing the limited theoretical and comparative evidence that is available about late-adopter, fossil-fuel-intensive contexts. The novelty of the research lies in the application of an extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to the persuasion stage of the diffusion of innovations. This integrates additional constructs (compatibility, education, personal innovativeness, and cost perceptions) to capture the contextual and socio-technical specificities of household energy decisions. Data were collected through an online survey in 2025 among potential adopters aged 30–59 (N = 353). Structural equation modeling (SEM) using SmartPLS was employed to assess the drivers of adoption intention and compare effects across the two regions. The findings show that performance expectancy, price value, hedonic motivation, facilitating conditions, education, and personal innovativeness significantly shape adoption intention, though their importance varies between Hungary and Poland. Social influence, compatibility, and perceived costs do not significantly affect intention in either region. These results reveal that households in coal-intensive areas remain highly sensitive to institutional support structures, technological benefits, and individual predispositions. The study advances theoretical work by contextualizing the UTAUT2 framework within early-stage renewable energy adoption in post-communist coal+ regions. From a practice perspective, it demonstrates that policies that enhance procedural clarity, subsidy stability, and access to installers can strengthen households’ willingness to adopt solar PV, supporting a more equitable and accelerated energy transition.