Bridging the gap between potential and actual users: a behavioural study on solar photovoltaic system

Purpose This paper aims to examine the purchase and repurchase intentions of both users and non-users of solar energy products. Design/methodology/approach Primary data were collected from 500 households in South India using a structured questionnaire based on a five-point Likert scale. Purposive sampling was used to target solar product users, while non-users were selected through convenience sampling. Data were gathered from five cities in Tamil Nadu: Chennai, Coimbatore, Madurai, Salem and Tiruchirappalli. SmartPLS 4 multi-group analysis was applied for data analysis. Findings Among users, both perceived usefulness and perceived ease of use significantly influence attitude. For non-users, only perceived usefulness shows a significant impact. Attitude, subjective norm (SN) and perceived behavioural control (PBC) significantly affect the intention to purchase and repurchase solar energy products. Moral norm shows a stronger influence on non-users compared to users. Research limitations/implications The study is subject to respondent bias, which may affect the accuracy of the responses. As purposive sampling was used and data were collected from selected cities in South India, the findings may not fully represent the broader population. Regional differences across India could also influence household perspectives. Originality/value The study examines both existing and prospective users of solar energy products to identify the key factors driving their purchase and repurchase intentions using multi-group analysis method. By combining the Technology Acceptance Model with the Theory of Planned Behaviour, it provides a holistic understanding of consumer behaviour. The findings offer practical value for solar companies, policymakers and marketers in designing strategies to engage communities and raise awareness about solar energy adoption.