As the choice for solar energy may well be a complex and multidimensional task influenced by a combination of factors, it requires careful balance for decision-makers to recognize these factors. The focal point of a well-thought-out decision is the impact of the consumers consideration of factors affecting their willingness to pay (WTP) for solar photovoltaic in Batangas Province. This paper used a framework that presents a construct on organized behavior with regard to convictions about solar photovoltaic establishments to get consumers energy from solar energy. Results are based on gathered data from 182 tenants in municipalities and in cities of Batangas which includes Padre Garcia, Bauan, Lipa, Rosario, and Tanauan. The research results illustrate how influencing factors such as attitude, subjective norm, and perceived behavioral control affects the relationship between consumers intention and willingness to pay for solar photovoltaic and their conviction around solar photovoltaic. The objective is to identify key influencing factors on the effect of consumers intention to willingness to pay for solar photovoltaic energy as an alternative source of energy in the selected municipalities and cities of Batangas Province. Research results indicate that the relationship between consumer intention and willingness to pay is not moderated by attitude, while subjective norms, perceived behavioral control, belief, and environmental concern moderate the relationship between the two.

Solar Energy. Solar Photovoltaic Energy. Consumers’ intention. Willingness to pay. Structural equation modeling. Batangas Province.