Consumer behaviour towards alternative energy products: a study

摘要

An attempt to understand the consumer behaviour aspects towards alternative energy products revealed an interesting facet about the role of cognitive bias. The uniqueness of the study lies in carrying out a structured field experiment in the context. Moreover, due care was exercised to ensure that the experimental treatments test what the researcher was aiming to test. This study must act as a pointer to similar future studies with increased sample sizes, intensive experimental treatments aimed at additional parameters subjected to more sophisticated and multiple statistical treatments.