| dc.description.abstract |
This study is concerned with uncovering the behavioral, informational, and financial factors
that influence the installation of solar panel technology in Albania, a country in the early
stages of renewable energy transition. Based on a mixed-method approach integrating survey
data collected from 303 respondents and five expert interviews, key results suggest
perception and awareness are the most decisive influences on consumer willingness to buy
solar energy. Financial knowledge contributes in part, yet the enabling elements that come
into the foreground are the marketing efforts and trust-building initiatives.
The study develops four hypotheses on awareness, financing, affordability, and marketing;
it finds strong support for the role of awareness and promotional exposure but limited
statistical evidence for affordability issues as being of primary concern. Recommendations
make it clear that coordinated multi-stakeholder approaches must be established to include
the national media on campaigns, social media marketing, simplified financial products, and
educational outreach. The findings are nevertheless of applied relevance to policymakers,
solar companies, and financial institutions working towards faster, more equitable, and
sustainable solar adoption in Albania, despite the limitations of sampling and variable
design. Longer-term studies should be initiated, with more rural populations, and financial
modeling to inform policy and market responses inclusively. |
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