||Rooftop PV is one of the most important renewable energy. In order to understand what factors influence the intention of rooftop PV installation, this study aims to examine the relationship among personal traits (including environmental concern, ecological lifestyle, and consumer innovativeness), psychological benefits (including warm glow and nature experience), attitude toward rooftop PV, government incentive, and intention to install rooftop PV. Based on TPB and pro-social behavior theory, this study proposes an integrative model in rooftop PV field. Empirical data were collected from around 3,200 employees of Tatung CO. and 300 valid questionnaires were collected. The collected data were analyzed by structure equation model (SEM) with SPSS and AMOS software.
The results show that ecological lifestyle, consumer innovativeness, and warm glow affect rooftop PV installation intention through attitude toward rooftop PV installation. Another, government incentive has the strongest influence on intention to install rooftop PV. This study, the first to integrate personal trait, psychological benefit, attitude toward rooftop PV, government incentive, and intention to install rooftop PV in a model from the view of consumer perception theory, expands the theory of planned behavior (TPB) research in solar PV field. Findings of this research would provide suggestions for government policy makers to plan solar energy policy. Finally, this paper would offer the strong theoretical and practical framework for PV-ESCO industry marketers to design marketing plan.