“…Social cognitive theories have long been used to explore the adoption of renewable energy and sustainable innovation. Various scholars have employed the lenses of sociotechnical transition models (Dijk, Wells, & Kemp, 2016), innovation ecosystems (Tsujimoto, Kajikawa, Tomita, & Matsumoto, 2017), sustainability management (Luederitz et al, 2016), energy cultures (Ford et al, 2017), escalation of commitment (Ross & Staw, 1993), moral norm activation (Schwartz, 1970), valuebelief-norm model (Stern et al, 1999), and moral self-regulation (Bandura, 2007). These approaches have facilitated the examination of the social acceptance of renewable energy and sustainable innovations.…”