EXTENDING THE THEORY OF PLANNED BEHAVIOUR TO EXPLAIN HOUSEHOLD ROOFTOP SOLAR ADOPTION INTENTIONS: THE ROLES OF ENVIRONMENTAL CONCERN, GOVERNMENT SUBSIDY AWARENESS, AND COST-BENEFIT PERCEPTION

The increasing demand for sustainable energy has highlighted the importance of rooftop solar systems as a clean and renewable source of energy. Despite various government subsidy schemes and promotional initiatives, the adoption of rooftop solar systems among Indian households remains relatively low. This study evaluates the factors influencing consumers intention to install rooftop solar systems by applying the Theory of Planned Behaviour (TPB). A cross sectional quantitative research design was adopted. The primary data were collected from 256 household heads in North Kerala using a structured questionnaire. The data were analysed through Structural Equation Modelling. The findings revealed that environmental concern, government subsidy awareness, and cost-benefit perception had significant positive effects on consumers' attitudes towards rooftop solar systems. Attitude, subjective norms, and perceived behavioural control significantly influenced consumers' intention to install rooftop solar systems. Among these factors, attitude emerged as the strongest predictor of intention. The structural model explained 30.3% of the variance in attitude and 26.8% of the variance in intention.