Farmers' Attitude towards Solar Energy Products

This present study aims to understand the customer attitude toward solar energy products. Descriptive analysis, chi-square, exploratory factor analysis, confirmatory factor analysis, multiple regression analysis, SERVQUAL model, and paired sample t-test have been used to examine the data. The study collected data from total 855 respondents which were interviewed through a well-structured, pretested research schedule. The results of research validated that customer attitude towards solar products is significantly determined by green purchase behavior, government initiatives, environmental knowledge, promotion and advertisement, environmental concern, and peers influence whereas high investment cost and lack of awareness regarding government subsidies are the main reason for non-adoption of solar energy products.