Sustainable consumption from the consumer's perspective:Antecedents of solar innovation adoption

Abstract

Rising focus on solar power and better world environment have set ambitious plans in motion on the amount of solar power generation, worldwide, for the coming years. In the interest of socially responsible use of energy, both developed and developing countries are exploring their potential of going green. However, low solar adoption rates are a cause of pressing concern for some of these countries. This study investigates consumer intentions to adopt solar innovations, with particular empirical interest in the adoption of solar equipment by Indian households. We use a cross-sectional field survey approach to gather relevant data from four most populous cities in India. Structural equation modelling and logistic regression are employed to deduce results by analyzing data from 320 respondents. Building on characteristics from diffusion of innovation theory, this study finds that relative advantage and compatibility strongly influence consumer intentions, and such behavioral intentions have a positive and significant effect on the adoption of solar equipment.