Factors influence or inhibit the purchase intention towards rooftop solar: Using structural equation modeling and importance performance map analysis approach

The increasing affordability of solar technology in India will lead to solar segment expansion in the future. To demonstrate this adoption factor specifically, this study examines the factors that contribute to rooftop solar adoption in the Agra region containing Technology readiness, attitudes, and purchase intentions along with moderators (Macro-environmental factors, and usage). We used the Importance Performance Map Analysis technique and recruited 225 individuals (n = 103 women, n = 122 males) for this study. The findings demonstrate that purchasing intentions toward rooftop solar are strongly influenced by attitude, which in turn is directly impacted by innovativeness. Additionally, the perceptions of each gender group in the Agra region of important macro-environmental factors impacting rooftop solar adoption differ based on the users' economic status and their experiences with rooftop solar. Surprisingly, researchers discovered that the millennial generation's adoption of rooftop solar in the Agra region was unaffected by gender or age. Lastly, Implications, Limitations, and Future directions have been discussed.