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The role of consumer behavior in the market for solar panels in Serbia

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  • Ristić, Dragana Nikolić
  • Đokić, Nenad
  • Đukić, Suzana

Abstract

The paper examines the significance of sustainable development and energy efficiency, particularly in household energy conservation. The research focuses on household energy efficiency, including purchases related to solar panel adoption. The motivation for this research was to raise awareness of the importance of utilizing renewable energy sources in Serbia. In this context, a dynamic approach to the Theory of Planned Behavior (TPB) was applied to analyze differences in the influence of psychological determinants on the intention to purchase solar panels, depending on the phase of behavior change (pre-decision phase, pre-action phase, and action phase) in which the decision-maker is currently situated. To the authors’ knowledge, this represents the first application of the dynamic TPB approach to understanding the intention to adopt the use of solar panels in the Republic of Serbia. Data analysis was conducted using Structural Equation Modeling (SEM). The results indicate that in the pre-decision and action phases, attitudes have a statistically significant effect on the intention to purchase solar panels, while in the pre-action phase, all three TPB determinants exhibit a statistically significant influence. The paper also presents managerial implications and policy recommendations to motivate citizens and businesses to use energy more efficiently and adopt products powered by renewable energy sources.

Suggested Citation

  • Ristić, Dragana Nikolić & Đokić, Nenad & Đukić, Suzana, 2026. "The role of consumer behavior in the market for solar panels in Serbia," Utilities Policy, Elsevier, vol. 98(C).
    • Handle: RePEc:eee:juipol:v:98:y:2026:i:c:s0957178725002280
    DOI: 10.1016/j.jup.2025.102113
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    References listed on IDEAS

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