Understanding solar power adoption in emerging markets: empirical evidence from Assam, India

Purpose This study aims to investigate the key determinants influencing the adoption of solar power systems in the emerging market context of Assam, India. Drawing on the theory of planned behavior, this research examines the impact of four independent variables: technical complexity, social/peer influence, lack of awareness and acceptability and availability of financial on consumer adoption behavior. Design/methodology/approach This study uses an empirical survey method, collecting responses from 180 participants across residential, agricultural and business user categories. The data were analyzed using hierarchical multiple regression. Findings The findings highlight that financial support and awareness are crucial in encouraging adoption. At the same time, complex technology remains a significant barrier. Social influence, often considered important, appeared to play a limited role in this context. Research limitations/implications This study shows that financial access and technical complexity play important role in solar adoption supporting theory of planned behavior and sociocognitive framework. Regarding the limitation, the sample was skewed toward younger respondents, relied on self-reported responses subject to bias and did not directly measure the solar system costs. Practical implications This study suggests that simplified solar technology, improved after sales support and offering accessible finance option are the key to boost solar adoption. Originality/value This study contributes to existing literature by contextualizing adoption behavior in developing regions and provides actionable insights for policymakers aiming to scale solar energy adoption through targeted support and simplified user experiences.