Evaluation of Consumer Behaviour & Assessment of Factors Determining Acceptance of Solar Energy Products

Authors

  •   Bindiya Kansal Assistant Professor, Department of Management, Guru Nanak Institute of Management & Technology (GNIMT), Ludhiana, Punjab
  •   Ajay Kumar Pathania Research Scholar, Department of Management, I.K.Gujral Punjab Technical University, Kapurthala, Punjab
  •   Jagdish Raj Saini Assistant Professor, Department of Management, Bharatiya Vidya Bhavan's Usha and Lakshmi Mittal Institute of Management, New Delhi

DOI:

https://doi.org/10.17010/ijom/2017/v47/i7/116474

Keywords:

Solar Energy

, New & Renewable Energy, Consumer Behaviour, Barriers

Paper Submission Date

, April 10, 2017, Paper sent back for Revision, May 17, Paper Acceptance Date, June 15, 2017.

Abstract

Punjab is one of the largest energy consuming states in India, where people face the shortage of electricity. Punjab needs an alternative source of energy. However, still, the state has not adopted solar energy as an alternative source of energy. This paper attempted to assess the awareness level and identify the major barriers that limit the diffusion of solar energy products. An exploratory factor analysis was applied to discover the factors that determine acceptance of solar energy products. The survey was conducted in Punjab covering six cities. Descriptive analysis was done to evaluate the present status of solar energy awareness. The factor analysis revealed five factors that explained more than 60% of variance. Lack of financial support by government and high initial costs were identified as the major barriers that limit diffusion of solar energy products.

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Published

2017-07-01

How to Cite

Kansal, B., Pathania, A. K., & Saini, J. R. (2017). Evaluation of Consumer Behaviour & Assessment of Factors Determining Acceptance of Solar Energy Products. Indian Journal of Marketing, 47(7), 20–34. https://doi.org/10.17010/ijom/2017/v47/i7/116474

Issue

Volume 47, Issue 7, July 2017

Section

Articles
Crossref
Scopus
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Europe PMC

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