<![CDATA[This study examines the influence of digital marketing and consumer knowledge on residential solar energy adoption intention, with perceived sustainable product innovation serving as a mediating variable. A quantitative survey approach was employed using data collected from 223 respondents in Indonesia and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate that digital marketing and consumer knowledge positively and significantly influence perceived sustainable product innovation and residential solar energy adoption intention. Perceived sustainable product innovation also significantly strengthens adoption intention and partially mediates the effects of both digital marketing and consumer knowledge. These findings indicate that consumers are more likely to consider adopting residential solar energy when they receive relevant and credible digital information, possess sufficient knowledge about solar technology, and perceive solar energy as an innovative and sustainable solution. The study contributes to the renewable energy adoption literature by integrating external marketing communication, internal consumer knowledge, and perceived sustainable innovation within a single consumer-level framework. It also highlights perceived sustainable product innovation as an important mechanism through which digital marketing and consumer knowledge translate into stronger adoption intentions. From a practical perspective, solar energy providers and related stakeholders should strengthen informative and credible digital communication, improve consumer understanding of solar technology, and emphasize its innovative and sustainability-related benefits. These efforts may help foster more favorable consumer perceptions and encourage greater intention to adopt residential solar energy.]]>
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