Article Global Business Review 1–19 © 2018 IMI SAGE Publications sagepub.in/home.nav DOI: 10.1177/0972150918795550 http://journals.sagepub.com/home/gbr 1 Assistant Professor, Department of Management Studies, Maulana Azad National Institute of Technology (MANIT), Bhopal, Madhya Pradesh, India. 2 Assistant Professor, Lakshmi Narain College of Technology (LNCT, MBA), Bhopal, Madhya Pradesh, India. 3 Research Scholar, Department of Management Studies, Maulana Azad National Institute of Technology (MANIT), Bhopal, Madhya Pradesh, India. Corresponding author: Bikrant Kesari, Assistant Professor, Department of Management Studies, Maulana Azad National Institute of Technology (MANIT), Bhopal 462003, Madhya Pradesh, India. E-mail: bikrantkesari@gmail.com Consumer Purchasing Behaviour towards Eco-Environment Residential Photovoltaic Solar Lighting Systems Bikrant Kesari 1 Sunil Atulkar 2 Satyanarayan Pandey 3 Abstract The present study focuses on consumer behaviour towards decision-making about residential photovoltaic (PV) technology and motivates them to adopt renewable energy sources in place of conventional resources. The study focuses on the six significant factors of customer attribute related to environmental concern which stimulate the purchase behaviour to adopt residential PV technology. Therefore, the study considers various factors of environmental concerns, retrieved from a previous literature review by the researchers. For obtaining the results, structural equation modelling (SEM) has been utilized to examine the 269 customers’ data, collected by the researchers. The result indicates that the environmental concern factors such as social influence, environmental attitude, environmental knowledge, environmental responsibility and government initiative have significant positive influence on customer intention to adopt residential PV technology. However, the factor awareness of environmental problem shows insignificant influence on intention to adopt. Thus, the outcome of the study will provide some valuable insights to the policymakers, marketers and government for further expansion of solar energy market by using various promotional programmes and strategies, consciousness and sharing responsibility towards saving our environment from detrimental effects of conventional energy resources. Keywords Residential PV system, intention, adoption, customers, environment