What is it about?

Prior work has identified a number of factors behind a RT SPV buyer's purchase intention. However, a holistic approach studying the overall factors, their contributions to the purchase intention and the role of moderating, mediating, socio-demographic variables has not been conducted in most parts of the world.

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Why is it important?

This study - done at the cusp of the Indian RT SPV push by the government of India - is the first study leveraging the UTAUT2 model for developing an empirical model of the RT SPV residential buyer behavior. It also dispels some of the popular myths relating to the solar buyer behavior - highlighting key latent factors that are real triggers of the buyer's PI.


Won the best paper award at TERI International Conference last year. The Jury including the Government leaders saw the immediate potential of this work in practice and in policy. I hope you find this work thought-provoking. Please visit my personal website www.india-inspires.com, or follow me on linkedin.com/in/xlashwini - or drop me a mail on aggarwal.ashwini@gmail.com. For PhD aspirants - > please do enjoy the cross-eyed Phd: Memoirs of a survivor with a range of tips, tricks and traps on my site - and linkedin.

Dr Ashwini Kumar Aggarwal
Aligarh Muslim University

Read the Original

This page is a summary of: Factors driving Indian consumer’s purchase intention of roof top solar, International Journal of Energy Sector Management, September 2019, Emerald,
DOI: 10.1108/ijesm-07-2018-0012.
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