Diffusion of RT Solar PV in Suburbs of Delhi/NCR, India: Triggers of Architect Recommendation Intent

Ashwini Kumar Aggarwal · Asif Ali Syed

12 citations0/0 files storedVision The Journal of Business Perspective

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Technology Adoption and User Behaviour Innovation Diffusion and Forecasting Social Acceptance of Renewable Energy

Abstract

Solar energy has shown considerable promise world over, and the sector has been growing with dramatic reduction in commercial pricing, improved efficiencies and improved deployments/usage conveniences. Rooftop solar in India has grown to 4.4 GW by the end March 2019—but it’s still underperforming versus National Solar Mission (NSM) target of 40 GW. Clearly, India has a significant need to improve the penetration of the rooftop solar. Recent studies in the Indian context have shown the role of social influence as a key enabler of the purchase intent for rooftop solar. Studies have also shown the relative prioritization between different opinion leader categories. A relevant question is to understand the triggers of pro-rooftop solar photovoltaic (RT SPV) recommendations from ecosystem players like architects. This article builds an empirical approach to model the factors of behaviour intent (to recommend RT SPV) of the architects. The field study is conducted in Delhi-National Capital Region (NCR) suburbs of Gurgaon and Faridabad. Policy implications are: To build focused penetration of communities, leveraging trusted peer networks, instead of a spray-and-pray approach. To build a solar champion branding (like green building certification) and a competence building programme to leverage natural position as a potential opinion leader while building one’s home. This research is part of the first Indian empirical study leveraging multi-city survey of architects and end-users to build a statistically verified consumer behaviour model using unified theory of acceptance and use of technology 2 (UTAUT2) theory for end-user purchase intent and recommendation intent by architects for RT SPV installation by their clients in the residential sector.

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References

2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2006A Brief Guide to Structural Equation Modeling 2005Stimulating the diffusion of photovoltaic systems: A behavioural perspective 2014Intentions to adopt photovoltaic systems depend on homeowners' expected personal gains and behavior of peers 2012Rural public acceptance of renewable energy deployment: The case of Shandong in China 2017Household installation of solar panels – Motives and barriers in a 10-year perspective 2011Social acceptance of solar energy technologies in China—End users’ perspective 2010Integrated Theoretical Framework for a Homeowner's Decision in Favor of an Innovative Residential Heating System

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2024Exploring factors influencing intention and actual usage in household solar PV adoption

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