Diffusion of adoption of solar energy – a structural model analysis

Purpose The purpose of this paper is to locate determinants of the diffusion process of solar energy and examine the relationship between variables affecting diffusion and adoption solar of energy. Design/methodology/approach The data used in this research have been collected from users and non-users of solar energy products in Punjab. A research model was used to test for factors of diffusion and intention to use solar energy products. Findings The survey results show that the majority of solar product users are aware of the difference between renewable and non-renewable sources of energy. Roger’s diffusion model containing five components, relative advantage, trialability, observability, complexity and compatibility, shows that relative advantage and trialability significantly influence user’s intention to use solar products. In order to increase adoption and usage of solar energy products, more consideration is required toward raising the reliability and utility of solar products. Demos and trials highly convince users toward solar products. Hence sellers of solar products should give effective trials to increase acceptance of solar products. Originality/value This work provides a clear focus which will allow the diffusion and adoption of solar energy product by providing guidance and aspiration as well as providing platform to solar energy manufacture and government for policy making and future decision.