Impact of awareness, availability and affordability on the adoption of solar energy as power source on consumer market in Rawalpindi & Islamabad

Abstract

Today, Pakistan is facing severe energy crisis both in commercial and residential sector, because of which there is a huge amount of flight of capital to other countries. Renewable energy such as solar energy is the most viable solution to overcome the energy crisis. Pakistan lies in a region of high solar irradiance and it has an enormous potential in this sector. Presently, many local and international companies are operating in this sector and are providing very reliable, efficient and cost effective solutions on turnkey basis. In spite of a huge potential market of solar energy in Pakistan, the companies operating in this sector are unable to attract the Pakistani consumer towards this renewable energy and people are improbable to adopt this technology as an alternative energy resource. This project studies the impact of factors such as awareness, affordability and availability which help in determining the futility of solar energy adoption process in the twin cities of Pakistan. This study can also help organizations and researchers to better understand consumer behavior and their needs regarding the solar energy products.