PurposeThe underlying research is an attempt to discover the factors responsible for influencing customer purchase intention towards solar water heaters.Design/methodology/approachSix dimensions have been considered to assess customer purchase intention towards a solar water heater. The primary data involves the responses collected from 695 respondents belonging to the north region of India using a convenience sampling technique. Structural equation modeling analysis has been employed to examine the dimensions' impact on customer purchase intention.FindingsThe results concluded that dimensions such as increasing energy prices, product knowledge and experience, financial support and subsidies, perceived cost, have a positive influence on customers' purchase intention of solar water heater except for the dimension of “solar water heater aesthetics”.Research limitations/implicationsDue to the limited sample size, findings cannot be generalized for the large-scale population. Moreover, this study is only confined to the assessment of particular factors that are affecting the purchase intention of customers confined to solar water heaters only.Practical implicationsThe present study will provide an advantage to organizations that are in the process of implementing solar energy products into working. Moreover, this research will also assist policymakers regarding the formulation of policies on solar energy products. An undue advantage of this would be the increasing adoption of a solar water heater by understanding the factors that impact customer purchase intention.Originality/valueConsiderably, this research, by filling up the gap in the existing studies, will empirically contribute to the customer purchase intention towards SWHs. Additionally, the results of the study will also endow an additive advantage to the existing firms.

Purpose This study aims to examine the farmers’ awareness level and explores the factors, which may influence their adoption intention regarding solar powered pumps. Design/methodology/approach The study consist of a sample of 510 respondents selected from the rural region of Punjab (India) by using convenience sampling. Descriptive analysis, exploratory factor analysis, confirmatory factor analysis and multiple regression analysis techniques have been used for the analytical purpose. Findings The study reveals that dimensions such as perceived benefit, perceived compatibility and government incentives have a significant impact on intention to use solar powered pumps, whereas high investment cost and lack of awareness regarding government subsidies are the main reason for non-adoption of the same. Research limitations/implications The sample size has been selected on the basis of convenience sampling and has been taken from the rural area, which may affect its generalizability. Practical implications The present research is expected to be useful for the manufacturers, regulators, customers, commercial banks, product and service providers, and other environmental institutions. Originality/value The study has acknowledged various intentional factors, which influence the adoption decision of solar powered pumps. Therefore, the present study will be useful to formulate action plans to improve the environmental quality.

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The present study investigates the impact of advertisement authenticity and the role of various latent variables in determining customers' pro-environmental behavior. Data have been collected from 731 respondents belonging to the North Indian region through a convenience sampling technique. Structural equation modeling technique has been employed to measure the impact of identified dimensions on customers' proenvironmental behavior. The study results validated that pro-environmental behavior is significantly determined by advertisement authenticity, trustworthiness, threat appeal, environmental threat appeals, and perceived severity. The findings further provide substantial insights that validate the use of threat appeal in green advertising, thus enabling the advertisers, marketers, and government agencies to develop robust and effective marketing strategies for promoting the use of ecofriendly products.

The present research aims to study the farmers' intention to adopt sustainable agriculture practices. The sample size of 283 respondents has been considered and responses have been recorded from different areas of Punjab state (India) using a research schedule. The study considered six dimensions namely perceived usefulness; self efficacy; extension services; social capital; facilitating conditions and compatibility have been taken from the existing literature. The data thus collected, has been analysed using exploratory factor analysis, confirmatory factor analysis, and multiple regression analysis. The results of the study confirmed that perceived usefulness, self efficacy and extension services play a significant role whereas social capital, facilitating conditions, and compatibility have no significant impact on the decisions to implement sustainable Agricultural practices.

The purpose of this study is to investigate the factors that shape behavioural intentions of customers towards the adoption of payment banks in India. The conceptual framework of study is based upon integration of technology acceptance model with initial trust, facilitating conditions and social influence. Further, the study tests the moderating role of age, income and self-efficacy on the relationships between dependent variable and associated predicted variable. A total of 507 responses were collected from the state of Punjab (India), using convenient sampling technique and were analysed using the structural equation modelling (SEM). The results revealed that perceived ease of use had the highest impact on the behavioural intentions, followed by initial trust and social influence. Facilitating conditions and perceived usefulness showed lower impact on the behavioural intentions towards the adoption of payment banks. Also, moderation analysis revealed that self-efficacy moderates the relation of perceived ease of use and perceived usefulness with behavioural intentions. Results imply that marketers should collaborate with developers to provide the customers with easy-to-operate solutions along with robust customer support mechanism to escalate the adoption intention of those having lower self-efficacy levels.

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