The Mediating Role of Perceived Dealer Pricing Fairness in the Relationship Between Technology Readiness and Solar Home System Adoption: Evidence from Rural Communities

This study provides strong empirical evidence from rural communities in Hatiya, Noakhali, Bangladesh, demonstrating that Optimism (OPT) and Innovativeness (INN) significantly and positively influence Solar Home System Adoption Intention (SHA), whereas Discomfort (DIS) and Insecurity (INS) do not exert significant effects. Importantly, Perceived Dealer Pricing Fairness (PDP) significantly and positively influences SHA and mediates the relationships between OPT and SHA and between INN and SHA. These findings establish fair dealer pricing as a critical market-based mechanism through which positive technology-related dispositions can translate into stronger SHS adoption intention, offering a context-specific contribution to renewable-energy adoption research in geographically remote rural communities.