Abstarct: The expansion of renewable energy utilization, particularly solar panels, is considered one of the key solutions to address the global energy crisis and environmental challenges. However, the sales volume and market development of these products in Iran still face significant constraints. The present study aims to identify and prioritize the factors influencing the sales of solar panels through a survey-baxsed approach. This research is applied in purpose and descxriptive–survey in methodology. In the first phase, the Delphi method was employed, using the opinions of experts in the fields of energy and marketing to screen and refine the criteria and sub-criteria. Subsequently, two multi-criteria decision-making (MCDM) methods, namely the Best–Worst Method (BWM) and Full Consistency Method (FUCOM), were applied to determine the relative importance of the identified factors. Finally, to enhance the accuracy and reliability of the findings, the average ranking method was used to integrate the results of the two weighting techniques. The findings revealed that factors such as initial costs and economic justification, environmental awareness and consumer attitudes, trust in technology and brand, governmental support, educational advertising, and ease of installation and operation play a decisive role in consumers’ purchasing decisions. Among these, economic and policy-related dimensions had the highest weight and influence. By presenting a structured model for identifying and ranking the factors affecting solar panel sales, this study provides a useful frxamework for policy-makers, investors, and renewable energy market stakeholders, contributing to the sustainable development of this sector.