Abstract

Photovoltaic (PV) energy sources are considered potential sources of renewable energy for combating climate change. However, consumer acceptance of PV-based energy storage systems must be studied comprehensively and psychologically beyond mere awareness and affordability. This study explores consumer acceptance of PV energy storage systems, along with an added relational value context that demonstrates the conducive human-nature relationship among energy consumers. An online survey of 370 respondents was used to examine consumers' willingness to prefer PV energy storage systems over non-renewable grid-connected energy storage systems. Results of the study were analyzed using a comprehensive structural equation model to estimate and test hypotheses. The findings indicate the favorable influence of several elements on PV energy system social acceptability, including PV energy system awareness, PV energy system beliefs, environmental knowledge, self-effective perception, and relational values. Conversely, the cost of PV energy systems has a negative effect. This study suggests that relational values may offset the negative impacts of energy costs. The inherent link between relational values and the prioritization of sustainable energy storage options serves as a source of information for energy policymakers and stakeholders to regulate energy consumption by influencing consumers to express their love for nature.