Relational Dynamics of Adoption-Decision Factors: The Case of Photovoltaic Energy Technologies in the Ghanaian Building Industry

Although there are concerns about emissions in the manufacture and transportation of Photovoltaics (PV), they still are considered viable alternatives to fossil fuels. Ghana has therefore targeted to increase solar PV applications in homes (solar home systems) as part of its goal to increase renewable use to 10% of its energy supply by 2030. However, PV adoption is not automatic and an appreciation of the factors that play a role in each context within which the technologies are to be adopted is essential to their successful adoption. Financial constraints are often cited as the major barrier to the implementation of solar projects. However, there are examples of individuals who still choose to adopt PV technologies, attesting to the fact that several factors beyond cost influence the adoption process. The aim of the study is therefore to explore the factors of PV adoption in their real-life context by presenting 2 cases of adoption within the Ghanaian building industry. Although cost is a key concern, it is only a hindrance as far as the adoption context will allow it. The study extends an Innovation adoption framework by providing evidence for the final two stages of the adoption process. The study helps to understand how to direct promotional efforts for more successful adoption.