Strategic configurations for solar PV adoption: Empirical insights from the commercial energy sector

This study aims to explore strategic pathways that lead to a high willingness to adopt solar photovoltaic (PV) technology in Indonesia’s commercial energy sector, particularly within the retail fuel industry. A sequential mixed-method approach was employed, beginning with Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the measurement model, followed by fuzzy-set Qualitative Comparative Analysis (fsQCA) for configurational assessment on survey data from 160 decision-makers in the sector. The analysis reveals four distinct configurations that result in a high willingness to adopt PV, illustrating the principle of equifinality and the configurational complexity of organizational decision-making. Perceived environmental benefit consistently emerges as a core condition across all configurations, acting as a strategic catalyst when combined with institutional legitimacy and financial viability. Other conditions, such as perceived ease of use or social norms, vary across contexts. The study concludes that adoption outcomes emerge from multiple, rather than singular, causal pathways, highlighting the relevance of a configurational approach. Building on this insight, it offers actionable guidance for developing adaptable, context-aware strategies that integrate ecological, economic, technical, institutional, and behavioral dimensions to advance solar PV adoption in commercial settings.