An analysis of factors influencing consumers’ intention to install solar power system with reference to evidence from Thailand

This study develops and validates a causal relationship model of the influence of consumer innovativeness, environmental value and marketing on consumers’ intention to install solar power system. A sample of 400 consumers who live in Bangkok was selected using the multistage random sampling method. Structured questionnaires were administered across the sample population to elicit data and structural equation modelling is used to analyse the data. The results indicate that the hypothetical model is consistent with empirical data. Goodness of fit statistics were chi-square=83.070, degree of freedom (df)=70, P-value=0.136, relative chisquare=1.187, goodness of fit index (GFI)=0.970, comparative fit index (CFI)=1.000, and root mean square error of approximation (RMSEA)=0.022. The three exogenous variables in the hypothetical model accounted for 81 per cent of total variance of consumers’ intention to install solar power system.