Consumer Perception and Willingness to Pay ‎for Solar Energy: A Behavioral Analysis

  • Authors

    • Ankur Gupta Research Scholar, Institute of Business Management, GLA University, Mathura, India
    • Ruchika Kulshrestha Institute of Business Management, GLA University, Mathura, India
    https://doi.org/10.14419/ja8n6b36

    Received date: July 4, 2025

    Accepted date: August 9, 2025

    Published date: August 20, 2025

  • Consumer-Decision-Making; Environmental Awareness; Green Energy; Predictive Modeling; Willingness to Pay

  • Abstract

    Transitioning to renewable energy is essential for sustainability and mitigating climate change. This examine examines consumer notion ‎and willingness to pay for solar electricity through a stratified random sampling of 385 respondents. Statistical techniques, together with exploratory information evaluation, correlation analysis, logistic regression, and group comparisons, diagnosed key predictors of sun adoption. ‎Results show that environmental concern is the most powerful motive force (coeff = 0.2348, p = zero.013), followed by the notion of ‎carbon emission discount (coeff = 0.2128, p = 0.028). Surprisingly, government subsidies (p = zero.650) and training stage (p > 0.280)  ‎no longer notably affect adoption. Lower-profits companies exhibit better hobby (coeff = 0.5279, p = 0.096), in all likelihood due to subsi-‎dy reliance. Pricing transparency is likewise critical, as receiving a solar fee quote correlates strongly with adoption (r = 0.50). These findings spotlight the need for focus campaigns, monetary accessibility, and obvious pricing strategies to boost solar adoption‎.

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  • How to Cite

    Gupta, A., & Kulshrestha , R. . (2025). Consumer Perception and Willingness to Pay ‎for Solar Energy: A Behavioral Analysis. International Journal of Basic and Applied Sciences, 14(4), 562-570. https://doi.org/10.14419/ja8n6b36