Paper Title
Consumers’ Buying Behaviour and Attitude Towards Household Solar-Power Products in Kannur District

Abstract
This paper aims to put forth the concept of household solar-power products. In India, customers are changing their attitude towards environment-friendly products because there is a growing awareness to protect the environment and the industry has been fast-growing. As resources are limited, it is important for marketers to utilize the resources efficiently. Promotion and adoption of household solar products and technologies are necessary for the conservation of natural resources and sustainable development. As a result, companies are increasingly using strategies for the promotion of the adoption of household solar-power products and services. However, the acceptability of household solar-power products’ concept is still lacking among the consumers, the reason being lack of awareness about eco-friendly products and services, ineffective advertisements by manufacturers, and lack of standardization of government rules and regulations. Green homes are wise for several reasons. So, the present paper tries to identify consumers’ attitudes and buying behavior towards household solar-power products. A sample of 255 undergraduate students from the Kannur district was considered in the study. The results of regression analysis validated that customer attitude towards solar products is significantly determined by green purchase behavior and government initiatives. However, dimensions such as environmental knowledge, promotion and advertisement, environmental concern, and peers influence were not found significant to the customer attitude towards solar-power products. Keywords - Attitude, Buying Behavior, Solar-power Products, Sustainable Development evidence’, Journal of Marketing, Vol. 52, No. 3, pp.2-22.