This study developed a conceptual framework based on the Unified Theory of Acceptance model and Use of Technology2 (UTAUT2) to understand the behavioral factors underlying intention to adopt solar photovoltaic (PV). The present study extends the framework to include personal norms to explain the intention to adopt solar PV. The present study aims to investigate the behavioral factors underlying the intention to adopt solar PV by Indonesian households. An empirical survey involving 413 Indonesian households from all 34 provinces in Indonesia was carried out in 2020. Based on binary logistic regression, out of the 13 factors being investigated, it was found that personal norms, age, performance expectancy, price value, and facilitating condition (i.e., accessible infrastructure and service) have statistically significant influences on the intention to adopt the solar PV. The model has a classification accuracy of 74% and can explain the 27% of the intention variance. The findings imply that in addition to financial benefits and affordability, facilitating conditions in terms of the availability of supply, installation, and maintenance services play a motivating role in adopting solar PV. Further, personal norms are also a significant factor toward the intention to adopt solar PV. Potential interventions to drive up the intention to adopt solar PV are also discussed.