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.
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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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