Unraveling consumer behavioral intentions to adopt solar water heaters in India using UTAUT model

Purpose The present study identifies the factors that impact behavioral intentions to adopt solar water heaters (SWHs) and examines their relationship with behavioral intentions using an extended “Unified Theory of Acceptance and Use of Technology” (UTAUT) model. Design/methodology/approach The study used a primary survey to collect data from 423 respondents across seven Indian states selected through purposive sampling. The collected data was analyzed using IBM SPSS software and “Structural Equation Modeling” (SEM) was performed using SmartPLS 3.5.5. Findings The results suggest that social influence is the most significant factor affecting SWH adoption, followed by effort, performance expectancy and facilitating conditions. The perceived cost negatively affects behavioral intentions and social influence on behavioral intentions is partially mediated by facilitating conditions. People prefer SWHs if they are easy to install and compatible with other home appliances. Positive perception of friends and family, easy access and government incentives contribute to SWH adoption. Practical implications SWH adoption can be promoted by designing sector-specific programs and improving ease of installation, operation, maintenance and after-sale services. Originality/value This study explores the behavioral intentions of individuals in India to adopt SWHs. India is a developing tropical country with a high potential for SWH adoption but has not received much attention. Further, the research integrates the perceived cost construct in the UTAUT model and examines the partial mediation impact of facilitating conditions to improve the model’s comprehensibility.