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.
