Green Technology and Consumer Behaviour: An Analysis

Abstract

Green Technology uses scientific or technical expertise to create products and services that are sustainable and environment-friendly. The ecological disorder is a global issue that could be solved by resolving it holistically with the consumer at the core. The devastating effects witnessed in the last few decades due to ecological imbalance have led each link in the supply chain to reconsider how to consume the energy, in particular power. The research is based on the acceptance of Indian consumers to green and clean technology of power generation through Solar energy. A descriptive analysis of wallet-share that consumers are willing to shell out and the corresponding benefit related to expenditure has been carried out using Pearson's Chi-square testing. The study reveals that though the acceptance of Greentech of Solar energy is widespread, the consumer's contribution in terms of wallet-share is still low. The government of India has launched a slew of programs and incentives for the promotion of solar-powered installations. The study would sense the consumer insight to be utilized by all elements of the supply chain for future endeavours. The study could provide inputs for extensive utilization of Greentech in Solar power generation for a sustainable and eco-friendly future.