Antecedents Affecting Consumer's Intention to use Solar Panel in India: A Way for Green Energy

Abstract

The increasing global concern over environmental degradation and the need for sustainable energy sources have prompted a shift towards renewable energy options, such as solar power. India, being a developing country with a rapidly growing energy demand and a high potential for solar energy generation, has witnessed a significant increase in the adoption of solar panels. The aims is to provide an overview of the factors influencing consumers' intention to use solar panels in India, thereby contributing to the promotion of green energy.

Understanding the factors that influence consumers' intention to adopt solar panels is crucial for policymakers, industry professionals, and researchers to develop effective strategies and policies that encourage widespread solar panel usage. This abstract synthesizes existing literature and identifies key factors affecting consumers' intention to use solar panels in India.

The identified factors can be broadly categorized into three dimensions: environmental, economic, and social. Environmental factors include concerns about climate change, pollution reduction, and environmental consciousness. Economic factors involve the availability of subsidies, financial incentives, and cost-effectiveness of solar panel installations. Social factors encompass social norms, peer influence, and social responsibility.

This research highlights the significance of awareness and knowledge about solar energy as a catalyst for consumer intention. The findings suggest that education and awareness campaigns can positively impact consumers' attitudes and intentions towards solar panel adoption.

Hence, this sheds light on the factors influencing consumers' intention to use solar panels in India. Recognizing and addressing these factors can contribute to the promotion of green energy and help India achieve its renewable energy targets. Future research should focus on exploring innovative ways to overcome barriers and enhance the adoption of solar panels, leading to a sustainable and greener energy future for India.

Purpose: Although the Indian government is promoting the use of clean source of energy such as solar energy, the application of the green product is still very much at infancy stage in the country. This study investigates whether Indian consumers’ intention to purchase solar panel are influenced by perceived government policy, perceived costs and maintenance, product knowledge and experience, solar panel aesthetics, social influence, environmental concern, product benefits and demographic factors (education level, income)

Design/methodology/approach: Self-administered questionnaire survey was utilized to collect data from India consumers who are non-solar panel users. Factor Analysis analysis carried out on the data with the demographic analysis of respondents

Findings: Demographic factors (education and income level) were found to have insignificant relationships with purchase intention.

Research limitations/implications: The research emphasized on non-solar panel users from India. Other users from other states and other countries can also be the target in the future.

Practical implications: The findings have contributed towards the advancement of knowledge on green marketing as both government and marketers now understand better purchase intention behaviour of indian consumers of solar panels and can move forward to create suitable government policy and incentives to further promote the adoption of the product among Malaysians.

Originality/value: The field study provides new insights on green energy purchase in India .