Implication of theory of planned behavior and marketing mix variables in assessing the mindset of consumers for solar products in India

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.

Citation

Alam, A.S. and Fathima M.S., A. (2023), "Implication of theory of planned behavior and marketing mix variables in assessing the mindset of consumers for solar products in India", International Journal of Energy Sector Management, Vol. 17 No. 1, pp. 128-144. https://doi.org/10.1108/IJESM-07-2021-0003