MOTIVES FOR AND BARRIERS TO CONSUMERS’ BEHAVIOR TOWARDS ADOPTABILITY OF SOLAR ENERGY: A CASE STUDY OF DISTRICT PESHAWAR

This study seeks to analyze various factors that affect consumers’ behavior towards adaptability of solar energy in district Peshawar. For the purpose, utilizing the survey of 373 respondents from Peshawar, logistic regression model was employed to investigate which technical factors and regulatory & institutional factors act as barriers or drivers in adoptability behavior of consumers towards solar energy. In results, it is concluded that the technical factors including: lack of skillful technicians and complexity in usage of the solar system act as barriers which have adverse and statistically significant impacts on the adoptability behavior of consumers towards solar energy. Moreover, among various technical drivers, the technology of net-metering remains the most significant driver to motivate individuals towards solar adoption. In terms of regulatory and institutional factors, encouraging private sector participation and strengthening regulation and legal framework remains drivers in enhancing solar adoption. Although, lack of institutions and government support for financial support, in-adequate policy and bureaucratic processes of registration and installation of solar energy have been found as barriers which negatively affect adoption of photovoltaic systems. Based on the results, it is recommended that both regulatory reforms as well as technological innovations through research and development must be supported to promote eco-friendly and sustainable solar energy. Keywords: Classification: Consumers’ Behavior; Solar Energy; Regulations and Institutions