Results revealed that relative advantage, followed by simplicity, trialability, observability and compatibility, positively and significantly impact villagers’ attitude toward adopting rooftop solar photovoltaic systems in their homes.
Authors
Vaibhav Aggarwal, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Parveen Kumar, Department of Management Studies, Deenbandhu Chhotu Ram University of Science and Technology, Murthal, India.
Pankaj Kumar, Department of Management Studies, Deenbandhu Chhotu Ram University of Science and Technology, Murthal, India.
Summary
This study aims to examine the determinants of adoption intention toward the rooftop solar photovoltaic (RSPV) systems among residents of peri-urban villages of Gurugram, Haryana, India. This study also analyzes the impact of the adoption of RSPV systems on carbon neutrality from a behavioral perspective.
Methodology
Data was collected using a self-administrated structured questionnaire from 208 male villagers (195 usable) of 22 villages using the purposive sampling technique.
Findings
Results revealed that relative advantage, followed by simplicity, trialability, observability and compatibility, positively and significantly impact villagers’ attitude toward adopting RSPV systems in their homes. Perceived severity and perceived vulnerability significantly influence the perceived behavioral control of villagers toward adopting the RSPV systems. The results show villagers’ attitudes, subjective norms and perceived behavioral control are the essential predictors of their adoption intention of the RSPV systems. Most notably, carbon neutrality was significantly affected by villagers’ adoption intention of RSPV systems as the renewable energy source in their homes.
Originality
The findings of this study provide that innovation attributes are important factors in shaping the adoption intentions of customers toward RSPV systems. This study is also the extent of previous studies measuring customers’ perception of adopting renewable energy in developed and emerging countries worldwide.
Published in: International Journal of Energy Sector Management
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