1Research Scholar, Haryana School of Business, Guru Jambheshwar University of Science & Technology, Hisar, Haryana
2(Corresponding Author), Associate Professor, Haryana School of Business, Guru Jambheshwar University of Science & Technology, Hisar, Haryana
Purpose: Solar energy and other renewable energy technologies provide solutions to climate change problems while meeting future energy requirements. In the agriculture sector, solar energy systems offer an economical and environmentally friendly substitute for irrigation and other farm operations. However, varieties of behavioural factors affect farmers’ adoption decisions.
Design/methodology/approach: This study examines the in fluence of attitude, subjective norms, and perceived behavioural control on farmers’ adoption of solar energy systems. The Theory of Planned Behaviour (TPB) was employed in the study to achieve its research objective. The researchers conducted their study by applying the convenience sampling technique to gather information from 300 farmers located in Haryana.
Findings: The Research team used Smart PLS-SEM software to handle all data analysis procedures. The study results demonstrated that farmers’ intentions to adopt solar technology improved through positive attitudes and their capacity to control their behaviour.
Originality/value: The adoption of solar technology showed no impact from Subjective Norms, according to the findings. This study offers insightful information to researchers and policymakers who want to understand farmers’ purchasing behaviour.
Solar Energy, Subjective Norms, Purchase Intention, Theory of Planned Behaviour
