Diffusion of RT Solar PV in Suburbs of Delhi/NCR, India: Triggers of Architect Recommendation Intent

Abstract

Solar energy has shown considerable promise world over, and the sector has been growing with dramatic reduction in commercial pricing, improved efficiencies and improved deployments/usage conveniences. Rooftop solar in India has grown to 4.4 GW by the end March 2019—but it’s still underperforming versus National Solar Mission (NSM) target of 40 GW. Clearly, India has a significant need to improve the penetration of the rooftop solar. Recent studies in the Indian context have shown the role of social influence as a key enabler of the purchase intent for rooftop solar. Studies have also shown the relative prioritization between different opinion leader categories. A relevant question is to understand the triggers of pro-rooftop solar photovoltaic (RT SPV) recommendations from ecosystem players like architects. This article builds an empirical approach to model the factors of behaviour intent (to recommend RT SPV) of the architects. The field study is conducted in Delhi-National Capital Region (NCR) suburbs of Gurgaon and Faridabad. Policy implications are: To build focused penetration of communities, leveraging trusted peer networks, instead of a spray-and-pray approach. To build a solar champion branding (like green building certification) and a competence building programme to leverage natural position as a potential opinion leader while building one’s home. This research is part of the first Indian empirical study leveraging multi-city survey of architects and end-users to build a statistically verified consumer behaviour model using unified theory of acceptance and use of technology 2 (UTAUT2) theory for end-user purchase intent and recommendation intent by architects for RT SPV installation by their clients in the residential sector.