Urban ‘Prosumers’ of Solar Energy: Exploring the Mediating Role of Government Initiatives

This study explores the young urban residents’ environmental perceptions forging intentions to adopt rooftop solar photovoltaic (PV) systems in India and the mediating role of government initiatives to propagate solar energy prospects. Primary data using convenience sampling has been corralled from young educated urban residents. Partial least square structural equation modelling has been deployed to test the hypotheses of the proposed conceptual model. The results show that young residents displayed a high degree of environmental perception and were willing to adopt rooftop solar PV systems, but the government initiatives were unable to mediate the relationships. This study recommends ways in which governments can hyperbole solar energy policies to be more effective and adds to the literature of understanding residents’ intentions to adopt solar-based systems while becoming producers and consumers (pro-sumers) of clean energy.