Opinion leadership in Solar rooftop adoption: Empirical evidence from commercial and industrial electricity users in Pune, Maharashtra

Abstract

India targets to achieve 40 Giga Watt (GW) of Solar rooftop by 2022 but is far from realizing it within the set timelines. While much has been documented about the known barriers, the existence of opinion leadership in solar rooftop adoption has not been tested adequately as yet. Most researchers have proven that opinion leadership has emerged as the key factor behind the diffusion of new and innovative technologies. The objective of this study is to analyze the status of opinion leadership in the adoption of solar rooftop PV amongst large consumers of electricity in Maharashtra. Using a qualitative research approach, seven in-depth interviews were conducted with large electricity consumers and users of solar rooftop PV within the state, to check for opinion leadership / peer effects. Findings reveal that while users are satisfied with significant amounts of cost savings, yet presence of opinion leadership is not up to the expectation, and that is accentuating adoption barriers. In conclusion, recommendations are presented to expedite green energy adoption, as also adding to the existing body of literature, where this subject has been found under-explored. Most of the existing research talks about peer effects or adoption in residential complexes only, so this study explores the adoption scenario in case of commercial and institutional buildings. Observations from this study can be used by policy- makers in order to strategize promotion in solar rooftop adoption.