Factors Influencing the Consumer Intention towards Solar Rooftop System at Household Level Md Ali Irshad*, Yadav Manmohan** *FPM Student, Indian Institute of Forest Management, Bhopal, Madhya Pradesh. mdirshadali13@gmail.com **Associate Professor, Marketing Management, Indian Institute of Forest Management, Bhopal, Madhya Pradesh. manmohanly@gmail.com JEL Classification: M310; Q42 Online published on 12 August, 2019. Abstract Solar energy has appeared as a viable and sustainable source of energy and thus attracting the attention of the countries around the world to both meet the day-to-day energy requirement and combat climate change. However, the adoption of solar energy at the household level has been slow in the Indian context in spite of numerous promotional measures and incentive schemes. This study examines the factors in predicting consumer purchase intention of solar rooftop using constructs from, the theory of planned behavior (TPB) and technology adoption model (TAM). Personal interviews of 229 households in the three largest urban cities of Madhya Pradesh was conducted using a structured questionnaire. The Partial, Least Square test, was used for evaluating the impact of constructs identified for the study: Consumer intention, perceived usefulness, perceived ease of use, subjective norms (SN), perceived behavioral control (PBC), awareness level and cost. This study results confirm the significant and positive impact of PBC, SN, and awareness, and the negative impact of cost on consumer intention to use solar rooftop system. Top Keywords Consumer intention, theory of planned behaviour, technology acceptance model, awareness level, cost of the solar system, solar rooftop system. Top |