Title: Powerful catalyst: subsidy's impact on rural household green electricity purchase

Authors: Shankar Singh Bhakuni; Sachin Kumar Srivastava; Shephali Mathur

Addresses: School of Business, BBD University, Lucknow, India ' School of Management, BBD University, Lucknow, India ' School of Business, BBD University, Lucknow, India

Abstract: This study examined purchase intention of customer to adopt green energy in rural area of Uttar Pradesh for agriculture or household works. This is an important empirical research that aimed to identify those determinants, which is generally used for every customer. This study is supported by theoretical background like theory of planned behaviour (TPB), theory acceptance model (TAM), the unified theory of acceptance and use of technology (UTAUT model), theory of reasoned action (TRA), etc., which never defined customer intention according to location, situation and activity base prospect (prospect are presented base on loss and profit). This study concludes of eight variables which take different theoretical prospective and implement on rural customer. Researchers have collected more than 300 valid replies. The findings indicate that perceived benefits; PB; hedonic motivation; HM; influence customer attitude, CA; among other aspects.

Keywords: green energy; public awareness; moderating role of government subsidy; rural prospective.

DOI: 10.1504/IJGE.2025.146434

International Journal of Green Economics, 2025 Vol.19 No.1, pp.65 - 92

Accepted: 24 Mar 2025
Published online: 29 May 2025 *

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