Advances in Consumer Research
Issue 3 : 413-428
Original Article
Cost-Benefit Dynamics and Behavioral Barriers to Solar Energy Adoption: Evidence from Structural Equation Modeling in Urban India
1
Ph. D Professor, NICMAR Business School, NICMAR University, Pune, India.
Abstract

This research explores solar energy uptake drivers and socio-economic impacts in low-income neighborhoods in Bengaluru, India. Employing Structural Equation Modeling (SEM) and Exploratory Factor Analysis (EFA), the results identify affordability, policy incentives, awareness, and infrastructure preparedness as the most important determinants. SEM analysis reveals that usage of solar (β = 0.33, p < 0.001) is the most predictive of socio-economic impact, followed by perceived savings (β = 0.30, p < 0.001), perception of environmental benefit (β = 0.28, p < 0.001), awareness (β = 0.27, p < 0.001), and government incentives (β = 0.25, p = 0.001). Enablers identified are affordability and incentives, and adoption motivation is mediated by awareness and trust. Placed in the Technology Acceptance Model and Diffusion of Innovation Theory, the research provides a comprehensive framework that balances institutional and user-level dynamics. Though cross-sectional constraints indicate the necessity for longitudinal work, the research provides policy-relevant insights calling for fiscal incentives, outreach targeting communities, and regulatory incentives to aggregate solar penetration across underserved urban communities

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