A structural equation modeling analysis of factors driving customer purchase intention towards solar water heater

Abstract

PurposeThe underlying research is an attempt to discover the factors responsible for influencing customer purchase intention towards solar water heaters.Design/methodology/approachSix dimensions have been considered to assess customer purchase intention towards a solar water heater. The primary data involves the responses collected from 695 respondents belonging to the north region of India using a convenience sampling technique. Structural equation modeling analysis has been employed to examine the dimensions' impact on customer purchase intention.FindingsThe results concluded that dimensions such as increasing energy prices, product knowledge and experience, financial support and subsidies, perceived cost, have a positive influence on customers' purchase intention of solar water heater except for the dimension of “solar water heater aesthetics”.Research limitations/implicationsDue to the limited sample size, findings cannot be generalized for the large-scale population. Moreover, this study is only confined to the assessment of particular factors that are affecting the purchase intention of customers confined to solar water heaters only.Practical implicationsThe present study will provide an advantage to organizations that are in the process of implementing solar energy products into working. Moreover, this research will also assist policymakers regarding the formulation of policies on solar energy products. An undue advantage of this would be the increasing adoption of a solar water heater by understanding the factors that impact customer purchase intention.Originality/valueConsiderably, this research, by filling up the gap in the existing studies, will empirically contribute to the customer purchase intention towards SWHs. Additionally, the results of the study will also endow an additive advantage to the existing firms.