The development and utilization of renewable energy, especially solar energy, is an important way to solve the problem that China's rural conventional power grids cannot cover remote rural areas. It is also an inevitable requirement of China's rural development strategy. This article explores the influencing factors of Chinese farmers' vigorous promotion of the use of solar houses, studies relationships among perceived value, farmer's attitude and willingness to convert traditional houses into solar houses. Using data collected by a questionnaire from 413 rural households in Chongqing, China, the results show that perceived value has a significant and positive effect on farmer's attitude and willingness to convert traditional houses into solar houses. Most importantly, the results of this research show that farmers' attitude partially mediates the effects of perceived value on willingness to convert. Finally, the study also proposes relevant suggestions for policy makers, marketing managers and further research.