A Study of Solar Power Usage in the Southern Region of Pakistan

Abstract

Over the past two decades, significant progress has been observed in the energy sector. Solar power systems have emerged as a popular choice for both individuals and companies. Despite the country’s energy crisis and reliance on fossil fuels, the adoption rate of solar power systems in Pakistan remains slow. This research aims to develop a cost-effective model that can help consumers in Pakistan adopt solar power systems. The unified theory of acceptance and use of technology 2 (UTAUT2) served as the foundation for this research, which is used to understand and predict individuals’ acceptance of new technology. This study included an internet-based survey conducted among 200 respondents in the southern region of Pakistan. Deductive reasoning was used to analyse the data, and the structural equation model was utilised through SmartPLS 3 software to test the research hypothesis. The survey results revealed that effort expectancy and performance expectancy were not significantly associated with attitude towards use. However, all other factors, such as environmental belief, social influence, hedonic motivation, price value, and facilitating conditions used in the model, have positive and significant influences on the use of solar technology. The findings of this project also enable government and private sector organisations to optimise their planning and resources to promote environment-friendly energy, and they should work on significant factors such as cost, which is one of the most dominant indicators that can attract consumers to shift towards alternate energy resources. This study presents the first attempt to model the intention and behaviour of Pakistani consumers towards using solar technology with the help of UTAUT2.