Influence of Rogers’ theory of innovation of diffusion on customer’s purchase intention – a case study of solar photovoltaic panels

Abstract

The key objective of utilizing sustainable energy in a developing country like India is to enhance economic growth and development, energy security, access to clean energy and to alleviate environmental problems. Sustainable growth of a nation is possible only through the adoption of renewable energy technologies and by providing access to these technologies to all the citizens. This paper discusses how the product attributes described by Rogers’ theory of innovation of diffusion such as the relative advantage of technology, compatibility, complexity, observability, and trialability influence consumer’s intention to diffuse solar panels. A questionnaire survey consisting of 23 questions has been designed and it was administered to 63 adopters of solar panels in the Thrissur district of Kerala. After the collection of data, reliability test and factor analysis were conducted for determining the reliability and validity of the questionnaire. Multiple regression analysis was conducted to determine the relationship between the purchase intention of customers with five sub-factors under product attributes as specified by Rogers’ theory of innovation diffusion. The results obtained from the analysis showed that compatibility and trialability of a product significantly influence the intention to purchase the solar panels.