AN EMPIRICAL STUDY OF CONSUMERS INCLINATION FACTORS TO PURCHASE SOLAR ENERGY PRODUCTS - MODERATING ROLE OF SOCIAL MEDIA

Abstract

The present research focus to determine those elements that affect the intention of buy solar energy items in India in Urban or Metro cities, this is very important for government to promote and motivate to customer to use or adopt green energy which save environment and low dependency on natural resources. Multiple linear regressions were accustomed to analyses quantitative data gathered via an online questionnaire survey. From a convenient sample of household heads, a total of 222 valid responses were collected. This study defines the relationship between consumer mindset and purchase intention is affected by several factors, such as performance expectations, price, and government facilities and perceived behavior control. This study also discusses how social media has affected customer attitude and how people see government services and subsidies in term of facilities. The findings offer empirical proof of key elements that can promote the uptake of solar energy solutions in metro cities in India. This is also identifying the role of social media when government directly or indirectly boosts the solar programme in urban or rural areas.