| Summary: | Renewable energy sources are fundamental to a country’s economic growth. Solar energy is one of these resources that has a favorable effect on economic growth. Turkey’s solar energy industry is still in its early stages. Due to its location and degree of sunshine each year, the country has a great solar potential. Despite the huge potential, solar energy awareness and utilization are not widespread in all parts of Turkey. In order to identify the factors that affect consumers’ decisions to utilize water heating systems, which is a sort of solar energy system, the purpose of this research is to examine these systems. In this study, all factors influencing consumers’ decisions to acquire solar water heating systems were evaluated holistically for the first time. A questionnaire was used in the study, which is a quantitative research technique. The study identifies the variables that influence consumers’ attitudes toward solar collector purchases and assesses the consequences from an organizational point of view. The study’s results act as a guide for decision-makers.
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