Rural off-grid renewable energy solutions often fail due to uncertainties in household energy demand, insufficient community engagement, inappropriate financial models and policy inconsistency. Social shaping of technology (SST) of household appliances provides a critical lens of understanding the involved socio-technical drivers behind these constraints. This study employs an SST lens to investigate appliance uptake drivers in 14,580 households in Rwanda, such that these drivers can aid in policy design for green growth at the grassroots level. The methodology includes an epistemological review of non income drivers of appliance uptake. Empirical analysis using a binary logistic regression, based on which disruptive innovation pathways were derived for fostering green growth. Results showed that appliance uptake was highly gendered and skewed across the Ubudehe (social welfare) categories. ICTdevices like mobile phones and radios had a higher likelihood of ownership than welfare appliances like refrigerator and laundry machines. Fans and cookers also demonstrated a greater probability of ownership. Disruptive innovation pathways were derived from leveraging the ICT-driven wave of appliance ownership, creation of service sectors through off-grid renewable solutions and promoting cleaner fuel-switching of cooking energy at the household level. Further policy implications were drawn to support the creation of consumption identities for green growth. (c) 2020 The Author(s). Published by Elsevier Ltd.