DefinePK

Abstract

The motivation of the study is to determine consumer’s actual purchase behavior for solar panels (photovoltaic). Researcher collected the primary data using random sampling from Pakistan. In this regard, the quantitative research technique with deductive reasoning has been used. The data has been collected at two different times. The first time, 488 questionnaires were filled out by those consumers who had the intention to purchase solar panels, and the second time, responses were taken from those consumers who purchased solar panels from the same population. However, 408 responses were considered for analysis after elimination of outliers. The “Structural Equation Modeling” SEM has been carried out using Smart PLS version 4.0. The finding of the study suggested that predictor /exogenous variables include consumer’s perceived environmental knowledge (PEK), subjective norms (SN), and environmental concern (EC) has positive influence on endogenous variable e.g. Actual purchase behavior (APB) for solar Panels. Business professionals, marketers, Policymakers, organizations, and social media marketers can create a better policy by understanding the consumer actual behavior and perception towards energy conservation. This research is an effort to motivate consumers towards environmental sustainability by generating cleaner energy from solar panels. Consequently, businesses, governmental, private organizations, marketing sectors and learning institutions will find value in the study's conclusions.