Arshiya Fathima M.S., H. Moideen Batcha and Ansari Sarwar Alam
The purpose of this paper is to identify the factors influencing consumers’ intention to purchase solar energy products (SEPs).
Abstract
Purpose
The purpose of this paper is to identify the factors influencing consumers’ intention to purchase solar energy products (SEPs).
Design/methodology/approach
The research is based on primary data that has been collected from a total of 351 non-users of SEPs from different cities of Tamil Nadu state (India). Confirmatory factor analysis and structural equation modelling have been used to examine the collected data.
Findings
Attitude, perceived behavioral control and energy concern variables are significant towards consumers’ purchase intention. However, other variables such as subjective norms and energy awareness were found insignificant.
Research limitations/implications
The sample size was chosen based on convenience sampling, and the sample was collected from the different cities in Tamil Nadu. As a result, the outcome may not be representative of the whole population. Respondents’ perspectives in one section of India may differ from those in another.
Practical implications
The findings of this study help policymakers, business experts, marketers, social marketers and energy conservation organizations in gaining a better understanding of consumer behavior.
Social implications
The outcome of this study will be effective in developing action plans to improve environmental quality through solar products.
Originality/value
This study has targeted the potential consumers and identified factors that are influencing consumers’ intention to purchase SEP. Therefore, the study’s findings will add value to SEP companies, government and non-government organizations, marketers, academicians and the research community.
Details
Keywords
Arshiya Fathima M.S., Adil Khan and Ansari Sarwar Alam
This study aims to conduct the domain mapping of consumer behaviour research in the context of solar energy. The study can help in understanding the intellectual structure…
Abstract
Purpose
This study aims to conduct the domain mapping of consumer behaviour research in the context of solar energy. The study can help in understanding the intellectual structure, evolution of keywords and key research producers (at the author, institutional and source level) related to the domain of solar energy consumer research.
Design/methodology/approach
This study uses R-studios’ bibliometrix package for analysing the bibliographical data collected from the Scopus database. Analysis has been conducted at the descriptive level (summary, author, institution and source) and analytical level (co-citation analysis, co-occurrence analysis, thematic maps and historiography).
Findings
This study finds out the most relevant authors, institutions and sources using criteria such as production, citations and H-index. Relevant research clusters have been identified using the clustering of authors, co-citations and keywords. Thematic mapping has identified the basic and motor themes. Historical citation analysis shows the direct linkage of previous studies. Overall, this study reports the most relevant bibliometric indicators in the domain of solar energy consumer research.
Practical implications
Identified patterns can help policymakers, business experts, social marketers and energy conservation organisations to study consumer behaviour.
Social implications
Thiis bibliometric study can effectively assess sustainable development goals and suggest improved action plans.
Originality/value
This study examined bibliometric analysis in solar energy products (SEPs), recognised varied domains of research work on consumers’ intention to purchase solar household products and mapped them into six groups. This study provides an overview of 40 years of research on consumer behaviour towards SEPs and discusses its findings to identify the research gap.
Details
Keywords
Ansari Sarwar Alam and Arshiya Fathima M.S.
Researchers are of the point of view that solar products are important, concerning society, environment and sustainability and thus with a standpoint belief that the awareness, as…
Abstract
Purpose
Researchers are of the point of view that solar products are important, concerning society, environment and sustainability and thus with a standpoint belief that the awareness, as well as the perception of consumers, should be changed. With this understanding, this study aims to access and know the mindset of Indian consumers regarding solar products.
Design/methodology/approach
The respondent for the study was chosen from the four different states of India, i.e. Maharashtra, Uttar Pradesh, Bihar, West Bengal, and one union territory of India, i.e. Jammu and Kashmir. For the best results, 501 questionnaires were distributed among selected areas. The interview method with the questionnaire was used by the researcher in the urban and rural areas of the Maharashtra, Bihar and urban areas of Uttar Pradesh. The data were also collected based on the questionnaire from Jammu and Kashmir, West Bengal and Uttar Pradesh. The researchers have used the convenience sample method, as it was more suitable for the study. The researchers have targeted rural and urban areas to know the awareness of solar product utility with reference to the social marketing aspect.
Findings
Attitude, subjective norm, price and promotion variables impact consumers’ purchase intention.
Research limitations/implications
This study is useful for academicians, social marketers, business practitioners and researchers to enhance their knowledge about the perception of Indian consumers toward solar products.
Practical implications
This paper will help the social marketers focus on their thinking and activities, which in turn will help policymakers, people and professionals concerned with the social marketing aspect.
Social implications
It is hoped that this research work will add value to the social marketing aspect and help social marketers, policymakers, practitioners and society. The paper has accomplished connecting people with solar products for the betterment of society.
Originality/value
The paper contains original ideas and a unique perspective on social marketing, which will be useful for social marketers and practitioners.