Understanding Consumer Adoption of Renewable Energy Technologies in Rajasthan: A Case-Based Empirical Investigation of Solar Panels

This study investigates the determinants influencing consumer behaviour toward the adoption of renewable energy technologies in Rajasthan, India, using solar panel adoption as the central focus. Employing a comprehensive multi-method research design, this paper explores both the socio-economic and psychological factors that impact consumer decisions, as well as the pivotal roles played by policy awareness and environmental consciousness. The analytical framework incorporates descriptive statistics, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Structural Equation Modelling (SEM), Conjoint Analysis, ANOVA, and Regression. Results demonstrate that economic affordability, educational attainment, environmental concern, and government policy awareness are key factors influencing adoption decisions. Meanwhile, perceived costs and risks function as significant deterrents. Policy awareness and environmental concern both mediate and moderate these deterrents, creating a nuanced understanding of adoption behaviour. This study provides evidence-based recommendations for government, industry stakeholders, and marketers to develop strategies for enhancing the rate of adoption of renewable technologies in emerging economies.