Kumar, G and Nayak, J K (2024) Moderating effect of subsidy policy on intention to purchase residential rooftop solar panel systems. Built Environment Project and Asset Management, 14(4), pp. 626-643. ISSN 2044-124X
Abstract
Purpose: The adoption of residential rooftop solar panel systems (SPS) in India is at a nascent stage. Therefore, this study aimed to examine the factors affecting consumers' intention to purchase SPS by expanding the theory of planned behavior (TPB) with three environmental psychology factors. The study was targeted at potential users' intention to purchase SPS, thus it further explored the moderating role of perceived government subsidy policy (PGSP) in determining consumers' purchase intention of SPS. Design/methodology/approach: Using G*power software, the minimum sample size of 189 was calculated; accordingly, 292 valid responses were gathered from potential users of SPS from three Indian states, namely Rajasthan, Punjab and Haryana, via an online questionnaire survey with the help of purposive sampling method. Structural equation modeling technique of partial least squares was employed to analyze the data. Findings: Results demonstrated that attitude, subjective norms, perceived behavioral control, perceived consumer effectiveness (PCE) and PGSP significantly influence purchase intention of SPS. Green trust and green self-identity did not influence the purchase intention of SPS. Further, PGSP strengthens the effect of attitude, green trust, PCE on purchase intention of SPS while it weakens the effect of subjective norms on purchase intention of SPS. Originality/value: This study contributes to the existing literature by integrating green trust, green self-identity, PCE and PGSP into the TPB model to better understand factors affecting consumers' purchase intention towards SPS in India.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | green self-identity; green trust; perceived consumer effectiveness; perceived government subsidy policy; purchase intention; solar panel systems |
| Index terms: | methodology, identity, effectiveness, questionnaire, partial least square, purposive sampling, India, psychology, subjective norm, planned behaviour, subsidy, sample size, structural equation modelling, survey |
| Subjects: | research design and methodology, data collection methods, economic analysis, Geography, performance management, research methods, statistical analysis, behavioral psychology, sociology, social justice |
| Topics: | Geographical Context, Research Practice, Business Strategy, Ethics, Quality Management |
| Descriptive scope: | 5 PCTEA |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here