Assessing the consumer behavior with respect to adoption of solar rooftop in Kerala

Abstract

This thesis explores the dynamics of rooftop solar adoption in Kerala, integrating the theoretical frameworks of the Theory of Planned Behaviour (TPB) and the Unified Theory of Acceptance and Use of Technology (UTAUT) to understand the multifaceted influences on consumer decision-making processes. The research was conducted through a survey of 60 participants, equally divided between adopters and non-adopters of rooftop solar technology. The study meticulously examines how behavioural attitudes, subjective norms, perceived behavioural control, performance expectancy, effort expectancy, social influence, and facilitating conditions impact the adoption rates and user satisfaction.

Employment status emerged as a significant determinant of solar adoption costs, with a notable financial burden observed among self-employed individuals, suggesting disparities in financial capability or preferences for advanced system setups. Meanwhile, demographic factors such as age and salary were analysed to understand their influence on perceived barriers and the receipt of subsidies, revealing no significant barriers based on age and an equitable distribution of subsidies irrespective of salary levels.

The quantitative analysis employed Chi-square tests and ANOVA to validate theoretical assertions, revealing key insights such as the significant role of peer influence and the minimal impact of rising electricity tariffs on adoption decisions. The findings highlight the complexity of solar technology adoption, influenced by a mix of economic, social, and informational factors.

The research contributes to policy-making by suggesting tailored interventions for different demographic groups and highlights the need for strategic marketing and policy adjustments to enhance the adoption rates of rooftop solar systems. These insights not only enrich the academic discourse on technology adoption but also provide practical implications for stakeholders in the renewable energy sector.

Keywords: Rooftop Solar Adoption, Theory of Planned Behavior, Unified Theory of Acceptance and Use of Technology, Solar Technology, Kerala, Consumer Behavior, Renewable Energy Policy, Solar Subsidies, Energy Economics.