Factors affecting consumer purchase intention for buying solar energy products

What is it about?

Abstract The present study looked into the frame of consumers' purchase behaviour to identify the factors influencing consumers’ intention to purchase solar energy products (SEP). The proposed study's model was built using variables from the theory of planned behaviour and external variables (energy awareness and energy concern). The research was based on primary data that had been collected from a total of 351 potential consumers from different cities of Tamilnadu state (India). Confirmatory factor analysis (CFA) and structural equation modelling (SEM) had been used to examine the collected data. Attitude, Perceived Behavioral Control and Energy concern variables are significant towards consumers' purchase intention. However, other variables such as subjective norms and energy awareness were found insignificant. The study’s outcome will be effective in developing action plans in improving the users’ acceptance of solar energy products. Keywords- Theory of planned behavior; energy awareness; energy concern; solar energy products; purchase intention

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