Solar energy is unique. While on the one hand it is abundant and clean, which puts it at the center of the discussion of the development of a more sustainable global energy matrix, on the other hand, it comprises the technology of photovoltaic solar panels, which grows exponentially in the world by allowing owners to produce their own electricity. In this context, Brazil is in a unique position: although it has one of the highest solar irradiation rates in the world, currently only 0.014 percent of the Brazilian energy matrix comes from this type of energy. Therefore, in view of this potential, it is considered fundamental to understand the consumer s perception of this technology. In this sense, the present study proposes a model based on the integration of the theory of planned behavior, diffusion of innovations and value-belief-norm theory in order to verify the factors that influence the Intention of Use of solar panels installed in homes. Also, it analyzes the influence of the alternative of technology acquisition by third party property (leasing) as a moderator variable of the research. Data collected through an online survey of 441 participants reveal interesting facts, such as the importance of the system s ability to generate money savings, the support of people close to the potential user, and a sense of moral obligation to adopt technology to prevent climate damage. Given the pioneering nature of this research, the results achieved can represent a first step towards the formulation of policies that stimulate the diffusion of solar panels in Brazil.