Factors affecting customers' attitude towards solar energy products
by Vikas Kumar; Bikramjit Singh Hundal; Amanjot Singh Syan
International Journal of Business Innovation and Research (IJBIR), Vol. 21, No. 2, 2020

Abstract: This paper aims to understand the customer attitude toward solar energy products in the Indian context. The data of 510 respondents have been collected from rural areas of Punjab (India) through a structured research schedule using convenient sampling. Various factors have been identified that collectively impact the customer attitude towards solar energy products. Multiple regression analysis was used to measure the magnitude of the impact of the identified dimensions on the customer attitude. The results of regression analysis validated that customer attitude towards solar products is significantly determined by green purchase behaviour and government initiatives. However, dimensions such as environmental knowledge, promotion and advertisement, environmental concern, and peers influence were not found significant to the customer attitude towards solar energy products.

Online publication date: Mon, 03-Feb-2020

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