Factors Affecting Consumers’ Adoption of Solar Energy Products

The objective of this study was to investigate the factors that influence consumer adoption of renewable energy in India. The study adopted an extended theory of planned behavior (TPB) by including three additional variables. A quantitative methodology was used, with primary data collected from surveys conducted in six major Indian cities. Data were analyzed using structural equation modeling (SEM). Results indicated that self-effectiveness, environmental concern, renewable energy awareness, and beliefs about renewable energy benefits significantly influenced consumer intention to adopt renewable energy. The cost of renewable energy showed a negative but non-significant influence, while risk/trust perception exhibited a positive but non-significant effect on consumer adoption. The study concluded that stakeholders should prioritize self-effectiveness, environmental concern, renewable energy awareness, and benefit-related beliefs in promoting solar energy adoption in India.