| Summary: | The implementation of energy-efficient systems in homes is of interest to many people, especially regarding the use of solar photovoltaic (PV) energy systems. Solar PV generation is essential worldwide because it is a significant source of renewable energy, wherein electricity can be stored for future use, and a cost-effective path for residential consumers. In contrast, considering the number of people who invest in PV systems versus those who do not, adherence is significantly unequal throughout society. Accordingly, predominant factors exist that increase the likelihood of residential PV solar power generation system adoption, which are seen as opportunities to increase energy efficiency. Furthermore, the literature is still insufficient regarding the exploration of variables that determine decisions around the purchase of green power generation systems. From this perspective, the current research aims to identify the socio-psychological profile of photovoltaic energy investors by applying four questionnaires, namely, psychological values, the human−nature relationship, motivation analyses, and household characteristics. The research results define the profile and motivations of green energy investors. The attitudes of potential investors are also predicted, and this research contributes to the development of the photovoltaic energy industry production chain by providing relevant information for better photovoltaic policy design and more targeted marketing strategies for companies.
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