Unveiling Indian Consumers’ Green Intentions Towards Purchasing Solar Panel: An Empirical Investigation Through The Lens Of Theory Of Planned Behaviour

Abstract

This empirical investigation delves into Indian consumers' green intentions regarding the purchase of solar panels within the context of sustainability, using the Theory of Planned Behaviour (TPB) as its guiding framework. The study examines the influence of attitude, subjective norms, and perceived behavioural control on consumers' intentions to adopt solar panels. A structured questionnaire survey collected data from 410 participants, with a focus on factors affecting green purchase intentions. The results reveal a significant positive relationship between attitudes and green purchase intentions, highlighting the pivotal role of positive attitudes towards eco-friendly products. Subjective norms were found to have a moderate but still significant influence, emphasizing the relevance of
social influences in shaping sustainable consumption decisions. Moreover, perceived behavioural control exhibited a substantial and highly significant impact on green purchase intentions, indicating the importance of facilitating consumers' belief in their ability to engage in green behaviours. These findings offer practical implications for businesses, policymakers, and marketers seeking to promote sustainable consumption in India.