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.

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