Modeling the Indian households' intention to adopt the solar net metering system

Abstract

PurposeThe present study aims to develop and offer a model to evaluate the customers' attitude and intention to adopt solar net metering systems (commonly called solar NMS) in a developing economy. Therefore, the research examines different factors affecting the Indian households' attitudes and intention to adopt solar NMS.Design/methodology/approachThe data were collected from 247 solar NMS users from India. The structural equation modeling (SEM) technique was applied using SmartPLS 3.3.2 software to analyze the impact of various factors on their adoption intention. The conceptual model comprises environmental concern, perceived ease of use (PEOU), subjective norms, perceived usefulness (PU), attitude and behavioral intention to adopt solar NMS.FindingsSubjective norms and environmental concerns significantly influence the PU and PEOU of solar NMS. Also, PU and PEOU significantly influence their attitude and intentions toward adopting solar NMS. Thus, the perceived social pressure and environmental concern affect their perception of solar NMS's usefulness and ease of use, leading to favorable attitudes and adoption intentions. Additionally, the solar NMS benefits the customers, society and the environment by enhancing environmental quality, compatibility with the modern lifestyle, and reducing dependency on the power grid and electricity bills. These benefits shape the customers' overall perception and increase the adoption of solar technologies.Originality/valueThe present research helps bridge the gaps in the existing literature by identifying (1) factors affecting customers' intention toward solar technologies in developing nations and (2) describing the significant prediction of environmental concern and subjective norms to increase solar technologies adoption.