A behavioral study on villagers’ adoption intention and carbon neutrality toward rooftop solar photovoltaic systems in India

Abstract

Purpose 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. Design/methodology/approach 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/value 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.

Factors influencing the adoption of renewable energy in India: supplementing technology-driven drivers and barriers with sustainable development goals

“…In the Indian context, multiple studies have been carried out on renewable adoption (Charles and Majid, 2020;Luthra et al, 2015;Mani and Dhingra, 2012), but such studies are perspective analyses in nature and have failed to carry out real-time primary based empirical research as carried out by this study. Kumar et al (2023) and Roy and Mohapatra (2022) have conducted empirical studies on India related to RE adoptions. However, the studies were limited to roof-top solar-based adoption and neglected other renewable alternatives like biofuel.…”

“…, 2015; Mani and Dhingra, 2012), but such studies are perspective analyses in nature and have failed to carry out real-time primary based empirical research as carried out by this study. Kumar et al. (2023) and Roy and Mohapatra (2022) have conducted empirical studies on India related to RE adoptions.…”