Solar rooftop adoption among Indian households: a structural equation modeling analysis

Abstract

Purpose

This study aims to examine factors influencing purchase intentions of households toward solar rooftops, using diffusion of innovation theory.

Design/methodology/approach

Six dimensions from the diffusion of innovation theory have been contemplated to assess households’ purchase intentions toward solar rooftops. Primary data was collected from 863 respondents by using a purposive sampling technique from different parts of India. The study used structural equation modeling analysis to examine the data.

Findings

Results confirmed that the dimensions, namely, relative advantage, compatibility, complexity, innovations and observability, positively influence households’ purchase intentions of solar rooftops, except for the trialability dimension.

Research limitations/implications

Data for the study is based on a purposive sampling technique that restricts the representation of the whole population. There may be variance in public perception from place to place due to demographic and psychographic differences.

Practical implications

The present study would facilitate devising a roadmap to improve the quality of the environment. Policy planners, researchers and professionals would find the implications of this study helpful in developing critical strategies.

Originality/value

The research practically explores households’ intention to purchase solar rooftops by filling the gap in previous literature. Findings of the study can equip firms with several advantages. Through the present study, one gets to know that developed and developing economies have similar energy usage issues. Further, it empirically examines the applicability of diffusion of innovation theory in the solar rooftops context.

Citation

Kumar, V. and Kaushik, A.K. (2022), "Solar rooftop adoption among Indian households: a structural equation modeling analysis", Journal of Social Marketing, Vol. 12 No. 4, pp. 513-533. https://doi.org/10.1108/JSOCM-07-2021-0170