Low adoption of solar tech not just due to cost, Ateneo study finds

Despite the immense potential for solar energy in urban areas of the Philippines, the technology’s upfront cost and a lack of public awareness of its benefits remain major hurdles to its widespread use. Government subsidies and promotional campaigns are seen to help boost its adoption. 

A new study from Ateneo de Manila University highlights the persistent challenges preventing widespread adoption of rooftop solar power (RTSP) in Metro Manila and nearby provinces. Conducted by Department of Economics Professor Rosalina Palanca-Tan and published in the journal, Challenges in Sustainability, the study surveyed 403 respondents to understand why households remain reluctant to invest in solar technology despite its undisputed economic and environmental benefits.  

Major selling points: long-term savings, eco-friendliness 

The Philippines has some of the highest electricity rates in Southeast Asia—as high as $0.20 (approximately ₱11.50) per kilowatt-hour on average, compared to as low as $0.08 (~₱4.50) in Vietnam or even $0.06 (~₱3.50) in Malaysia. This makes the potential long-term savings from RTSP its biggest selling point for many households.

Homeowners also recognize that solar energy contributes to environmental protection by reducing greenhouse gas emissions and air pollution, helping combat the effects of climate change. Overall, the respondents generally viewed RTSP as a sound long-term investment, with added advantages such as increased property value and enhanced roof durability.  

However, the upfront cost of installing solar panels remains a major hurdle to public adoption: a home RTSP setup could easily go for well over $1,700 (₱100,000), equivalent to more than half a year’s salary for minimum wage workers. Many households are unsure if long-term financial and environmental returns justify this initial expense.

In any case, the Ateneo survey found that cost does not significantly influence adoption decisions. Respondents said that the trustworthiness of providers, clarity on warranties, and the perceived quality of the installations themselves were just as important considerations as cost, if not more so. 

Government support to spur public adoption

Although 82% of surveyed households expressed some interest in adopting solar panels, only 20% had firm intentions to do so. This gap apparently stems from a lack of knowledge: while most survey respondents said they understood the broad concept of renewable energy and its role in addressing climate change, few were aware of the specific advantages of RTSPs and how to access reliable installation services. Concerns over the quality of materials, maintenance needs, and provider credibility also added to their reluctance.    

Thus, the study urges stronger government intervention and public education campaigns. In particular, the study suggests improving net metering rates, expanding access to financing options, and accrediting trustworthy RTSP providers to build consumer confidence.

Word-of-mouth recommendations also proved instrumental in decision-making, as households with friends or family who had adopted solar power were more likely to consider it for themselves as well. Promoting success stories and community-based testimonials could be a crucial key to shifting perceptions and increasing adoption rates of RSTP in the Philippines.  

SOURCE:

https://archium.ateneo.edu/economics-faculty-pubs/230/ 

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