Purpose The purpose of this paper is to identify the factors influencing consumers’ intention to purchase solar energy products (SEPs). Design/methodology/approach The research is based on primary data that has been collected from a total of 351 non-users of SEPs from different cities of Tamil Nadu state (India). Confirmatory factor analysis and structural equation modelling have been used to examine the collected data. Findings Attitude, perceived behavioral control and energy concern variables are significant towards consumers’ purchase intention. However, other variables such as subjective norms and energy awareness were found insignificant. Research limitations/implications The sample size was chosen based on convenience sampling, and the sample was collected from the different cities in Tamil Nadu. As a result, the outcome may not be representative of the whole population. Respondents’ perspectives in one section of India may differ from those in another. Practical implications The findings of this study help policymakers, business experts, marketers, social marketers and energy conservation organizations in gaining a better understanding of consumer behavior. Social implications The outcome of this study will be effective in developing action plans to improve environmental quality through solar products. Originality/value This study has targeted the potential consumers and identified factors that are influencing consumers’ intention to purchase SEP. Therefore, the study’s findings will add value to SEP companies, government and non-government organizations, marketers, academicians and the research community.

Purpose Researchers are of the point of view that solar products are important, concerning society, environment and sustainability and thus with a standpoint belief that the awareness, as well as the perception of consumers, should be changed. With this understanding, this study aims to access and know the mindset of Indian consumers regarding solar products. Design/methodology/approach The respondent for the study was chosen from the four different states of India, i.e. Maharashtra, Uttar Pradesh, Bihar, West Bengal, and one union territory of India, i.e. Jammu and Kashmir. For the best results, 501 questionnaires were distributed among selected areas. The interview method with the questionnaire was used by the researcher in the urban and rural areas of the Maharashtra, Bihar and urban areas of Uttar Pradesh. The data were also collected based on the questionnaire from Jammu and Kashmir, West Bengal and Uttar Pradesh. The researchers have used the convenience sample method, as it was more suitable for the study. The researchers have targeted rural and urban areas to know the awareness of solar product utility with reference to the social marketing aspect. Findings Attitude, subjective norm, price and promotion variables impact consumers’ purchase intention. Research limitations/implications This study is useful for academicians, social marketers, business practitioners and researchers to enhance their knowledge about the perception of Indian consumers toward solar products. Practical implications This paper will help the social marketers focus on their thinking and activities, which in turn will help policymakers, people and professionals concerned with the social marketing aspect. Social implications It is hoped that this research work will add value to the social marketing aspect and help social marketers, policymakers, practitioners and society. The paper has accomplished connecting people with solar products for the betterment of society. Originality/value The paper contains original ideas and a unique perspective on social marketing, which will be useful for social marketers and practitioners.

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