Towards the establishment of renewable energy technologies' market : An assessment of public acceptance and use in Pakistan

Adoption of renewable energy technologies is a complex and intricate process affected by a multitude of factors. The objective of this study is to examine the factors influencing consumers' intention to use renewable energy technologies for household usage in Pakistan. In order to understand the adoption behaviour, we have extended the actual framework of the theory of planned behaviour by integrating three additional factors, i.e., environmental concern, cost, and awareness. The findings of this research are based on primary data collected from 244 households in the twin cities of Islamabad and Rawalpindi through survey questionnaires. The proposed hypotheses were then tested and analysed using structural equation modelling. The results reveal that factors such as subjective norm, perceived behavioural control, and attitude positively influence consumers' intention to use renewable energy technologies in Pakistan, whereas cost has the opposite effect. Interestingly, awareness and environmental concern were found to be insignificant. The results of this study highlight the need to increase environmental awareness, frame innovative financing mechanisms, and address the benefits that renewable energy technology offers, all through an integrative and coherent effort.