Economics of Residential Solar Photovoltaic Systems Adoption: Evidence from Morocco
Maha BELKHAIATE, Youssef OUBIH, Majd BENSAID, Mohamed Imad BOUKHSIBI, Mohammed Ali AFIFI, Hind LEBDAOU, Youssef CHETIOUI
Abstract. This study investigates the key factors influencing the adoption of residential solar photovoltaic (PV) systems by Moroccan households. Quantitative data were collected via surveys administered to 210 residential energy consumers across Morocco. Data were analyzed using structural equation modeling (SEM). The results indicate that relative advantages, compatibility, and observability significantly and positively influence the intention to adopt residential solar PV, while perceived complexity negatively affects adoption. Trialability and perceived risk were not found to have significant impacts. Solar PV is perceived as both relevant and valuable, with consumer intentions shaped by perceived cost savings, environmental compatibility, and system visibility within communities. High initial costs remain a major barrier, highlighting the importance of financial incentives and better product design to improve accessibility, particularly for urban and apartment dwellers. Policy interventions and marketing should also emphasize environmental benefits to enhance adoption rates. This paper is the first of kind to define behavioral drivers in the context of Morocco.
Keywords
Solar PV Adoption, Morocco, Diffusion of Innovation, Renewable Energy, SEM, Residential Energy
Published online 4/25/2026, 9 pages
Copyright © 2026 by the author(s)
Published under license by Materials Research Forum LLC., Millersville PA, USA
Citation: Maha BELKHAIATE, Youssef OUBIH, Majd BENSAID, Mohamed Imad BOUKHSIBI, Mohammed Ali AFIFI, Hind LEBDAOU, Youssef CHETIOUI, Economics of Residential Solar Photovoltaic Systems Adoption: Evidence from Morocco, Materials Research Proceedings, Vol. 64, pp 1064-1072, 2026
DOI: https://doi.org/10.21741/9781644904091-132
The article was published as article 132 of the book Energy Futures
Content from this work may be used under the terms of the Creative Commons Attribution 3.0 license. Any further distribution of this work must maintain attribution to the author(s) and the title of the work, journal citation and DOI.
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