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Factors affecting customer attitude towards wind energy products

Author

Listed:
  • M. Nalini
  • M. Sundar Rajan
  • T.J. Nagalakshmi
  • Saravanapraveen Kumar

Abstract

In India, public opinion is largely supportive of renewable energy implementation, with moderate to strong support. Even in countries that have made progress in wind power development, it appears to be a difficult task. 'Communication difficulties' is one way to describe the issues that need to be addressed when choosing where to put wind turbines. As people became more conscious of the challenges surrounding energy resources, they were more prepared to pay a little premium to support investments in renewable energy and efficiency. Wind energy's impact on landscape values is by far the most significant factor in explaining why some people oppose it and others support it. Furthermore, thoughts of equity and fairness, rather than selfishness, appear to be the determinants of 'backyard' impulses. More than energy subsidies, it is believed that tax deductions work best to increase residential consumers' acceptance of renewable energy sources.

Suggested Citation

  • M. Nalini & M. Sundar Rajan & T.J. Nagalakshmi & Saravanapraveen Kumar, 2026. "Factors affecting customer attitude towards wind energy products," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 39(3), pages 360-374.
    • Handle: RePEc:ids:ijbire:v:39:y:2026:i:3:p:360-374
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