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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.

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.

Attitude, subjective norm, price and promotion variables impact consumers’ purchase intention.

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.

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.

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.

The paper contains original ideas and a unique perspective on social marketing, which will be useful for social marketers and practitioners.

This study aims to consider a five-factor model to evaluate the service quality of solar product companies in the context of rural Punjab (India) and validate the proposed model. In addition, the study considered the factors which affect the service quality of solar product companies.

A five-factor model of service quality has been tested for reliability and validity by confirmatory factor analysis. For determining satisfaction of the solar product users, SERVQUAL model/gap analysis has been applied. Five dimensions, namely tangibility, reliability, responsiveness, assurance and empathy have been considered to assess the overall satisfaction level. A modified scale of Parasuraman incorporated in 1985 has been used as a survey instrument for research. A sample size of 345 solar submersible pump users was selected.

The study concluded that dimensions such as reliability, responsiveness, assurance and empathy have lesser gap. The major gap has been found in the tangibility dimension which includes variables like modern design of solar energy products, facilities and attractiveness, variety of solar products and performance of solar products, etc.

As primary data are concerned, the biasness of the respondents may affect the results of the study. The survey has been conducted in the Punjab region, and a sample size is 345 only which may not reflect the broader picture.

Solar energy has huge benefits in the Indian agriculture sector. The erratic state of power supply in India casts important costs on agriculture productivity. One such segment concerns systems, an important input for agriculture production. The study has implications for solar energy product manufacturers, as it makes them aware about customer perception toward services of solar product companies.

To decrease pollution and to save the environment, solar energy technologies have a good potential energy source and to meet the global energy demand, as it is the most promising and reliable energy source.

The existing studies in the context of service quality of solar product companies in Punjab have been majorly confined to proposing key drivers toward adoption of renewable energy sources. By providing an insight into the satisfaction level of farmers for solar submersible pumps, the proposed study attempts to fill the gap. As the study relates to solar product users in rural Punjab, the findings will be of additional value to solar product companies which are manufacturing solar products. Therefore, it is expected that this research will fill the gap in literature by studying empirically the service quality of solar product companies.

The case deals with the issue of gaining a sustainable competitive advantage (SCA) in the solar energy market. After completing the case, the student will be able to– develop and apply conventional models of competitive advantage and core competency;– comprehend each step of the business process from a core competency viewpoint;– consider the value of sustainability solutions from a strategic standpoint; and– offer practical templates for creating and implementing a strategy.

This case depicts the challenges faced by Exalta in gaining a SCA because of the imitation of its products by competitors. Exalta, formed in 2008, was among the well-known innovative companies in the solar energy industry in India. In the first 12 years, the company focused primarily on unmet customer demand and developed innovative solar products to address those demands. Overall, over 300 products were launched in the initial years to address the new emerging customer demands. Solar AC, bikes and ventilators were among the popular ones. However, all of its product technology was copied by competitors. In 2021, troubled Exalta was incubated at IIT-Kanpur primarily for a single product, “Magic Inverter,” with substantial funding and IP protection. Despite attempts, Exalta could not capture a recognized market share. In this case, the company’s founder and CEO, Ashutosh Verma, is contemplating two options to gain an SCA: hold the existing and new products or fold the old ones and continue with one or two flagship products, i.e. Magic Inverter and Solar AC.

Graduate, postgraduate level and executive-level courses.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 11: Strategy.

The peer review history for this article is available at: https://publons.com/publon/10.1108/EEMCS-12-2022-0526/

The purpose of the study was to develop a performance flat-plate solar collector that would be used as a solar drier for fruit fig (Ficus carica L). This study proposes how and why solar energy is important for drying the agricultural products. This study aims to expand the domain of solar collector for different purposes and, most important, for agricultural resource normally found in the literature.

The paper opted for an exploratory study using the flat-plate solar collector with drying chamber for drying purposes of agricultural products. During the experiment, the data were collected with moisture content, drying rate of the product and solar irradiation falls on the collector.

This paper describes that how flat-plate collector works for agricultural products and how to reduce the moisture content in the product (fig). Efficiency of collector was evaluated under the ambient temperatures of 24°C. Efficiency also significantly increased from 53 to 55 per cent with an increase in ambient temperature from 22 to 24 °C. Figs (Ficus carica L) were dried in the drying chamber of the flat-plate solar collector. The products were dried at temperature of 55-65°C and 15 to 20 per cent humidity.

Because of this research chosen, the research results are beneficiary for agricultural users for drying purposes. Therefore, the researchers are encouraged to dry the agricultural product with flat-plate solar collector, because it reduced the moisture content of the product very fast.

This paper fulfills an identified need to study that how flat-plat solar collector can be used.

Entrepreneurship.

The portable solar cooker case is appropriate for upper division undergraduate and graduate students in entrepreneurship, international, strategy or sustainability courses.

xCRUZA, a small industrial design studio in Buenos Aires, Argentina, has experienced limited success and expansion since the company was founded in 2005. Focusing on eco design principles, xCRUZA has maintained an eclectic design mix pertaining to product development in children's toys, medicine, and cleaning products. Challenged by a struggling Argentine economy, a population not focused on environmental concerns, and a general lack of capital availability, the founders of xCRUZA chose to design, develop, market and sell a portable solar cooker. The cooker was originally designed by two of the founders while studying engineering at university. While innovative and award winning in design, xCRUZA's solar cooker has proven to be a challenge to the founders' success both in getting their product to market and fulfilling the mission of the studio.

The learning objectives for the case include: to explore the challenges of an entrepreneurial start-up dedicated to eco design and sustainability principles, to examine market opportunities and consider approaches to selling in dissimilar markets, generate a discussion on strategies that xCRUZA has and can employ, to analyze the mission and direction of xCRUZA. Are they on the right track?

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Through empirical analysis of Sino-US solar photovoltaic (PV) trade, this paper aims to evaluate the complementarity of Sino-US solar PV trade by adopting trade combination degree (TCD) index, export similarity index (SI) and trade complementarity index (TCI). It also explores the role of trade disputes over Sino-US solar PV trade between China and the USA and important factors affecting the complementarity of the trade.

Based on the comparative advantage theory, this paper selects the TCD, export SI and TCI to evaluate the complementarity of Sino-US solar PV trade comprehensively. Among them, TCD and SI can directly reflect the degree of cooperation and competition of Sino-US solar PV trade. Finally, the authors further analyze the decisive factors affecting the complementarity of Sino-US PV trade by entropy weight method and multiple linear regression analysis on the influencing factors of TCI.

The solar PV trade between China and the USA still has a close relationship, and there is solar PV trade cooperation and competition between the two countries. The factors affecting the complementarity of Sino-US solar PV trade are mainly exchange rate levels rather than trade disputes between China and the USA. The solar PV trade policies of China and the USA will have a great negative impact on the global supply chain of solar PV products. The major solar PV products in China and the USA have a clear division in the global supply chain and still have a strong trade complementarity.

This paper conducts an empirical analysis of the Sino-US solar PV trade rather than a policy discussion. This research has important practical significance for the healthy and sustainable development of solar PV trade for both countries. It can also provide references to the current trade disputes between China and the USA in a broader sense.

The purpose of this paper is to identify the factors influencing farmers’ intention to purchase solar water pumping systems (SWPS).

The research is based on primary data that have been collected from a total of 345 solar pump users from different villages and rural areas of Punjab (India). Exploratory and confirmatory factor analysis and multiple regression analysis have been used to examine the collected data. Multiple regression analysis is used to examine the identified dimensions’ impact on customer buying behaviour.

The results of analysis validated that consumer buying behaviour is significantly determined by cost, performance and government initiatives dimensions. However, dimensions such as eco-friendly product, information regarding product and company, environmental concern and social influence were found insignificant.

The sample size has been selected on the basis of convenience sampling and sample has been taken from the rural area. Therefore, the result may not be representative of the overall population. The perception of respondents from one part may vary from another part of India.

By providing an insight into factors affecting consumer buying behaviour of SWPS, the proposed research attempts to fill the gaps in literature by conducting an empirical study on consumer buying behaviour. As the study relates to SWPS users, findings will be of additional value to solar product companies and the government.

This study aims to examine the farmers’ awareness level and explores the factors, which may influence their adoption intention regarding solar powered pumps.

The study consist of a sample of 510 respondents selected from the rural region of Punjab (India) by using convenience sampling. Descriptive analysis, exploratory factor analysis, confirmatory factor analysis and multiple regression analysis techniques have been used for the analytical purpose.

The study reveals that dimensions such as perceived benefit, perceived compatibility and government incentives have a significant impact on intention to use solar powered pumps, whereas high investment cost and lack of awareness regarding government subsidies are the main reason for non-adoption of the same.

The sample size has been selected on the basis of convenience sampling and has been taken from the rural area, which may affect its generalizability.

The present research is expected to be useful for the manufacturers, regulators, customers, commercial banks, product and service providers, and other environmental institutions.

The study has acknowledged various intentional factors, which influence the adoption decision of solar powered pumps. Therefore, the present study will be useful to formulate action plans to improve the environmental quality.

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

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.

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.

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.

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.

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.

This case study was developed using data from secondary sources. The data was collected from the organization’s website, annual reports, press releases, published reports and documents available on the internet.

According to the International Energy Agency’s (IEA) World Energy Outlook (WEO), 775 million people worldwide would not have access to electricity even by 2022, with the majority of them living in sub-Saharan Africa (SSA) (Cozzi et al., 2022). In SSA, energy poverty had been a serious issue over the years. According to the IEA, 600 million people lacked access to electricity in 2019, while 900 million people cooked with traditional fuels (Cozzi et al., 2022). A World Bank report from 2018 said many SSA countries had energy access levels of less than 25% (Cozzi et al., 2022). Energy poverty in SSA hampered sustainable development and economic growth.

Despite significant efforts to address this poverty, Africa remained the continent with the lowest energy density in the world. Although solar and other energy-saving products were appealing, their adoption rates were modest, and their distribution strategies were not particularly effective. The lack of electricity exacerbated a number of socioeconomic problems, as it increased the demand for and use of wood fuel, which caused serious health problems and environmental harm.

While working in Uganda, Katherine Lucey (Lucey) saw that having no electricity had negatively affected women’s health in particular because it was women who were responsible for taking care of the home. These effects were both direct and indirect. The women’s reliance on potentially harmful fuels for cooking, such as firewood and charcoal, resulted in their suffering from respiratory and eye problems, in addition to other health issues. Furthermore, the distribution of energy-saving and renewable energy items was seen as the domain of men, and there was an inherent gender bias in energy decisions. Women were not encouraged to participate in energy decisions, despite the fact that they were the ones managing the home and would gain from doing so. In addition, because there was no light after dusk, people worked less efficiently. Lucey saw the economic and social difficulties that electricity poverty caused for women in rural Africa. She also witnessed how the lives of a few families and organizations changed after they started using solar products. This motivated her to start Solar Sister with the mission of achieving a sustainable, scalable impact model for expanding access to clean energy and creating economic opportunities for women.

Solar Sister collaborated with local women and women-centric organizations to leverage the existing network. Women were trained, provided all the necessary support and encouraged to become Solar Sister Entrepreneurs and sell solar products in their communities and earn a commission on each sale. To provide clean energy at their customers’ doorstep, the Solar Sister Entrepreneurs received a “business in a bag” – a start-up kit containing inventory, training and marketing assistance.

Solar Sister’s business model empowered the women in SSA by providing them with an entrepreneurship opportunity and financial independence. Also, the use of solar products helped them shift from using hazardous conventional cooking fuels and lead a healthy life. The children in their households were able to study after sunset, and people in the community became more productive with access to clean energy.

The COVID-19 pandemic outbreak, however, had a serious impact on Solar Sister. It found it challenging to mentor and encourage new business owners due to restrictions on travel and on group gatherings. The Solar Sisters were unable to do business outside the house either. Their source of income, which they relied on to support their families, was therefore impacted. The COVID-19 outbreak also slowed down the progress achieved by the community over the years and made household energy purchasing power worse. Furthermore, the organization was also grappling with other issues like limited access to capital, lack of awareness and infrastructural challenges. Another challenge lay in monitoring and evaluating the organization’s impact on the last mile.

In the absence of standardized measurement tools and issues in determining the social impact of Solar Sister, it would be interesting to see what approach Lucey will take to measure the impact of Solar Sister on the society. What measurement tool/s will Lucey implement to gauge the social impact of Solar Sister?

This case is intended for use in PG/Executive-level programs as part of a course on Social Entrepreneurship and Sustainability.