Abstract:
Renewable energy sources (RES) are abundant in Pakistan, however its share in the energy mix is lower than the conventional sources like the fossil fuels. The development and adoption of renewable energy technologies at small, medium and large-scale face hurdles in Pakistan like many other developing countries. One of the major hurdles is public acceptability of the RES technologies. This study has very first time in Pakistan investigated the main drivers of public acceptance of energy transition towards RES at the household level in Pakistan. The Theory of Planned Behavior provided the theoretical model, which was extended to measure the public willingness towards the adoption of RE technologies. To assess the public willingness, a large sample of 700 students was taken from National University of Sciences and Technology, Islamabad Pakistan. The empirical data was analyzed by using the Structural Equation Modelling. Self-identity, intention and price appeared as significant drivers in changing the public behavior. Based on the results, it is suggested that renewable energy policy should combine the monetary incentives to increase public awareness and acceptance at household level for a smooth energy transition in Pakistan.
