Title: Factors affecting customers' attitude towards solar energy products

Authors: Vikas Kumar; Bikramjit Singh Hundal; Amanjot Singh Syan

Addresses: University Business School, Guru Nanak Dev University, Amritsar, 143005, Punjab, India ' University Business School, Guru Nanak Dev University, Amritsar, 143005, Punjab, India ' University Business School, Guru Nanak Dev University, Amritsar, 143005, Punjab, India

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.

Keywords: customer attitude; green buying behaviour; government policies; peers influence; environmental concern; confirmatory factor analysis; CFA; multiple regression analysis; exploratory factor analysis; EFA.

DOI: 10.1504/IJBIR.2020.104819

International Journal of Business Innovation and Research, 2020 Vol.21 No.2, pp.271 - 293

Received: 06 Jun 2018
Accepted: 10 Aug 2018

Published online: 30 Jan 2020 *

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