Diffusion of innovation model of consumer behaviour - Ideas to accelerate adoption of renewable energy sources by consumer communities in India

Renewable Energy (RE) sources form a minuscule portion of India's overall Energy consumption today. India continues to rely on fast depleting fossil fuel and expensive Oil imports to satisfy the energy demands of the economy. But this is hardly sustainable and India has to quickly get RE sources to play a major role in servicing the energy needs of its population. Despite the best efforts the adoption of RE sources by consumer communities in India is patchy. This article will focus on what needs to be done to create a pull from the market for RE sources, by looking at Consumer Behaviour literature available in the area of Diffusion of Innovation [1]. Demand for RE sources from consumer communities must reach a tipping point [4] quickly: for the sector to take-off on its own and become a self-sustaining business. (C) 2011 Elsevier Ltd. All rights reserved.