Solar　PV　(photovoltaic)　technology　has　gained　considerable　attention　worldwide,　as　it　can　help　reduce　the　adverse　effects　of　CO2　emissions.　Though　the　government　of　Pakistan　is　adopting　solar　PV　technology　due　to　its　environmental　friendliness　nature,　studies　focusing　on　consumer＇s　acceptance　of　solar　PV　are　limited　in　the　country.　This　research　aims　to　close　this　knowledge　gap　by　looking　into　the　various　considerations　that　may　influence　consumers＇　willingness　to　adopt　(WTA)　solar　PV　for　household　purposes.　The　study　further　contributes　by　expanding　the　conceptual　framework　of　the　theory　of　planned　behavior　by　including　three　novel　factors　(perceived　risk,　perception　of　self-efficacy,　and　openness　to　technology).　The　analysis　is　based　on　questionnaire　data　collected　from　683　households　in　Pakistan＇s　provincial　capitals,　including　Lahore,　Peshawar,　Quetta,　Gilgit,　and　Karachi.　The　proposed　hypotheses　are　investigated　using　the　state-of-the-art　structural　equation　modeling　approach.　The　empirical　results　reveal　that　social　norms,　perception　of　self-efficacy,　and　belief　about　solar　PV　benefits　positively　influence　consumers＇　WTA　solar　PV.　On　the　contrary,　the　perceived　risk　and　solar　PV　cost　have　negative　effects.　Notably,　the　openness　to　technology　has　an　insignificant　effect.　This　study　can　help　government　officials　and　policymakers　explore　cost-effective,　risk-free　technologies　to　lessen　the　environmental　burden　and　make　the　country　more　sustainable.　Based　on　research　results,　study　limitations,　as　well　as　prospective　research　directions,　are　also　addressed.