To understand the impact of environmental value, ecological lifestyle, customer innovativeness on customer intention to install solar power system (SPS) in their private houses, an empirical model was proposed. Customer innovativeness was treated as a second-order construct with two first-order dimensions, with each of the latter being measured by means of reflective indicators. Using structural equation modeling, data collected from 203 college students and faculties at a University of Taiwan were tested against the model. We found that environmental value has a positive impact on ecological lifestyle and SPS install intention. Although ecological lifestyle associates positively with SPS install intention, the effect disappears when environmental value is included in the model. The effect of customer innovativeness on SPS install intention results from the tendency of customer novelty seeking, while the impact of customer independent judgment-making on SPS install intention is insignificant. The model explained 76% of the total variations within SPS install intention. Managerial implications for promoting of SPS are considered, and suggestions for further research provided. (c) 2013 Elsevier Ltd. All rights reserved.