Using a system dynamics approach and the Generalized Bass model, we model the diffusion of photovoltaic systems (PVS) adoption among Iranian households. The model recreates the interplay between economic, social capital, managerial, political, and technical factors influencing PVS adoption. While existing literature indicates that technology diffusion typically follows an S-shaped growth pattern, this is not true in Iran. Our research reveals that the deviation can be attributed to the low estimated values of innovation and imitation coefficients. Our study emphasizes the positive impact of factors such as society’s awareness and interest, environmental concerns, and government-provided incentives while highlighting the negative influence of factors like inflation and increased payback periods on PVS adoption. This study provides insights for practitioners and policymakers to develop effective strategies for PVS adoption, fostering a sustainable energy future in Iran and other emerging nations.

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