The Awareness Of Solar Power

Published Date: 02 Nov 2017

CHAPTER 4

4.1 Introduction

The results from two focus groups and a survey questionnaire is provided here. They are summarised with key elements being noted. The findings provide the varying responses from participants in Riyadh. In order to gain a better understanding of the numerical data, graphical depictions and tables are provided.

4.2 Main Results

4.2.1 Qualitative Analysis

Q1 ‘I agree that the awareness of solar power is at a very low level. Furthermore, inhabitants do not have the curiosity to find out about solar power as the interest level is low’.

Knowledge about solar power is generally lacking amongst the Saudi Arabian populace. This same point was reported by Al-Yami and Price, (2005). Taleb (2006) recommended that education campaigns should begin to increase the knowledge and awareness of solar power as well as greenhouse gas emissions and global warming. The results show that no major change in knowledge and awareness can be reported. This is a very poor reflection of life and education in KSA. This shows apathy towards environmental issues globally.

Q2 ‘There is no information about solar power available for customers who might want to install this system. That is because neither the government nor the other organizations are interested in this technology’

To begin with, Primary Schools, High Schools and other educational establishments including the Ministry of Education should require a certain number of hours in each year to cover relevant material about the environment and conservation. Furthermore, the government should advertise its investment in solar power. It is essential that government highlight the fact that the oil reserves in KSA are a finite resource and that there are only an estimated 50 years remaining. There is a tremendous need to change habits and views about the abundance of resources. If the environmental consequences are important enough to the consumer, the result may be the purchase of an environmentally responsible product (Webster, 1975). In the report by Faiers et al., (2007), the authors stipulate that manufacturers and suppliers work closely with early adopters to develop the economic, operational and aesthetic aspects of these types of products.

Q3. ‘There are no statistics available to show the percentage of homes that have solar systems. It would be a very small minority’.

The current level of uptake of this form of technology is very low. No statistics are available in KSA regarding the number of homes that have installed solar power systems for domestic use. The Bureau of Statistics does not keep such data. It would have been interesting to approach solar power suppliers/installers about this question and to get their views about the problems they face in the industry.

Q4. ‘Usually people who have a degree in sustainable energy or those people who are curious about how this system works might have installed it in personal resorts but never at home’.

The above response show that only the very wealthy (those who possess personal resorts) and those who are interested in sustainability may choose such systems. This furthers the argument that interest among the general populace is low. However, it can be seen that the cost element of solar power may be a factor that contributes to its acceptance as well. Those who are educated would be in a higher earning bracket and then there are those who may own resorts.

Q5. ‘Solar power would only be used primarily for lighting and nothing more. It will not be adequate to run air-conditioning’.

Knowledge about the versatility of uses as an electrical power source is also lacking. It is possible to use electricity generated from solar power for any domestic use including air condition, heating of the stove, hot water, etc. Once again, the dissemination of information about what solar power systems can achieve needs to be provided to the public (Faiers et al., 2007). In the article by Fernandez et al., (2010) solar air-conditioning and refrigeration facilities can also be readily joined with space heating and hot water applications, increasing the yearly solar fraction of buildings.

Q6. ‘It is hard to find businesses of this kind. As long as electricity is cheap, nothing will make the community take steps towards green energy. Also consumers are not interested to ask or to install such systems. However, there are some governmental projects with foreign companies that might just be for experiments’.

There are very few firms that have positioned themselves to market solar power equipment. Electricity in KSA is heavily subsidised and because of its cheapness, there is no incentive to switch to solar power. Wages in general, are low and this keeps the rate of inflation under control as the Saudi Riyal is pegged at 3.6SR to a US$. Better ways of managing the subsidy are required (Stevens, 2008). As mentioned previously, a major consequence of lower energy prices is that it makes the employment of expatriate workers cheaper than it should be.

There appears to be no interest in solar power systems and thus demand must be created. If current electricity prices were made competitive, then this would attract investment into a lucrative market. Changing this would entail major political problems and disheartened citizens that may revolt. Although government has made some way to attract foreign companies to invest in the technology, it is purely seen as experimental.

Q7. ‘Educating student from early age about solar power could result in having a knowledgeable generation in terms of sustainable energy. The government should play an important role in raising awareness of solar power by establishing campaigns and advertisement that demonstrate this technology.’

If the KSA government were serious about greener technologies, they would be leading the change. Petroleum reserves are finite with an estimate of fifty years (IEA, 2011) at current level of demand. Countries such as India and China are beginning to utilise more petroleum every year and supplies oil is becoming more expensive to extract. This means that the exploitation of alternatives must be instituted.

Q8. ‘High initial cost of installing solar systems is absolutely prohibitive. Since the current cost of electricity is cheap, there is no incentive for the costumer to think of converting to solar system. Maintenance cost should be considered as there is no maintenance required for the consumer. He only needs to change his light bulb’.

Set up costs for solar power installation is seen as too high. Capital outlay for a system that will have a long-term payback (sixteen years estimated by De Pauli, 2011) is not something that is worth investing in. In addition, there is very little knowledge about the maintenance of the equipment and its ability to perform in sand storms. This may be viewed as unreliable and the current option for the use of fossil fuels is therefore preferred.

Q9. ‘As mentioned before, government should play a significant role to encourage people to implement solar power. This can be done through informing people about the advantages and subsidising the installation cost so that it can by attractive’.

The energy market is controlled by government and so there is a reliance on government to instigate change. Private industry was not mentioned by respondents (but only for experimental purposes) and this shows that the interviewees have little confidence, if any, with private investors/industry. The government of the KSA had invited private investors but there has been no progress in its roll out.

Q10. ‘There are some impediments for installation. Low cost provided electricity is the main one firstly. Secondly, there are municipal rules and regulations that could affect the private sector investment on solar energy. These will need to be changed. Finally, house styles in Saudi Arabia go not allow enough space on the roof for solar cells as the roof have air conditioning system and the laundry room’.

There is a need to recognise the impediments towards installation. Many of the homes in KSA are not constructed to hold sufficient space on roofs for solar cells. Air conditioning units currently occupy these spaces and with limited space in gardens, positioning of houses and walls around these homes, there is a restriction on the amount of actual sunlight per home.

An interviewee also mentioned that rules and regulations may affect investment by the private sector. Municipality regulations will need to take into account of these designs before approval is given to build. Deregulation of the energy market is perhaps the only way to encourage real prices for the consumer – this would involve removing the subsidy on fossil fuels, a price that the government would have to consider very carefully following the Arab uprising in the Middle East.

Q11. ‘There is some maintenance cost involved with solar system. Batteries, expected age, and capacity should be considered.

Consumers are not aware of all the additional maintenance costs that they will face over the years. Government has maintained and covered all costs for the electrical supply system.

Q12. ‘Harsh environment conditions and changeable weather can reduce efficiency when cells collecting dust. Until now there is no electronic system to clean these cells.’

With private maintenance, cleaning costs for dust accumulation, battery replacement as well as the reduction in efficiency with age will pose problems for the consumer. The consumer will need to factor in these costs accounting for capacity and replacement perhaps every 15-20 years.

Q13 ‘The government can save burning oil by investing in solar systems and provide subsidized electricity to make people move toward clean energy.’

There is a culture of receiving subsidies in all energy forms. This appears to be a driver for any change towards solar power. The government will need to carefully construct a plan for the dissemination of information and marketing of subsidies.

Q14 ‘If there are no serious steps by government towards green energy use and installing solar power in its building, then how are normal citizens supposed to change. It is totally the government’s responsibility.’

Government must take the lead and mandate the requirement to change the direction from fossil fuel utilisation. However, with an abundance of fossil fuel, government would be loath to change direction. The KSA is not signatory to the Kyoto Protocol but has agreed to reduce its emissions (Marshall, 2012). If the government of KSA were serious about change, then they would be instrumental in the process of change and people would be informed about what was to happen.

Q15 ‘The government should pay at least 40% of the initial cost and at the same time provide support for any problem related to the installed system.’

New technologies have been implemented in some countries with slow reductions in subsidies over a number of years. The KSA could explore this avenue or apportion their maintenance costs in electricity generation towards solar power.

Q16 ‘Discussion within media is necessary to make people more aware of this sort of green energy. However, cooperation between the government, private sector and the community is required for adopting solar technologies.’

A certain segment of the population would like to see change. They would like to see the media involved in spreading information about solar energy as well as the cooperativity between the government, private sector and the populace. In addition, there is the social and global impact that needs to be communicated to all in the KSA. Greener, cleaner forms of energy must be used as a normal part of every-ones lives. The long term implications must be realised by all.

4.2.2 Quantitative Analysis

After receiving thirty eight questionnaires that could be used out of one hundred and ten (29%), the results were analysed and presented below. The rate of response is quite poor. Survey replies from other reported studies have also been poor (Zaller and Feldman, 1992; Burstrom and Fredlund, 2001 and Tourganeau et al, 2007). Figure 1. shows the age distribution of the respondents in this study. The majority of individuals (42%) were in the age category of 26-34 years, followed by 24% in the 35-44 year group, 18% in the 18-25 year group and 16% beyond the 45 year group. This is a wide spectrum of age groups being represented here and shows that this study has accounted for the bulk of the individuals ages that may be interested in solar power investment.

Figure 1. Age Distribution of Respondents

Figure 2, shows the gender distribution of respondents in this study. The majority of respondents were male (87%). It should be pointed out that responses from Middle Eastern women is difficult to acquire and this can be related to culture. There was no significant difference (P<0.05) between male or females for all responses in this study.

Figure 2. Gender Distribution of Respondents

Figure 3. Distribution of Respondents based on Education

Figure 3 show the education level attained by the repondents. The majority of students responding were graduates at 58%, followed by secondary level at 32%. The remainder were postgraduates at 10% of the sample. No respondents held qualifications at the intermediate level or other qualifications. There needs to be a greater sample size to include eduaction qualifications at all levels.

Figure 4. Income Distribution Level of Respondents

Income distribution provided in Figure 4 is given in Saudi Riyal (£1 = 5.67SR as at 4th March, 2013). The majority of individuals surveyed (42%) earned between SR 120,001 to 180,000, followed by SR 60,001 to 80,000 (29%), SR 180,001 to 240,000 (24%) and above SR 240,000 (5%).

There is a general lack of awareness regarding thermal solar power, which was also shown in the qualitative research. Only 28% of respondents agreed that they were well aware of this technology, (Figure 5). Thus, an education programme is required to inform the population about all aspects of solar power, its benefits, its costs and in particular, the reasons for adopting the technology over electricity fuelled by petroleum.

Figure 5. Level of Agreement/Disagreement towards Awareness of Thermal Solar Power

In Figure 6 it can be seen that 77% of respondents are concerned about the environment. However, this has not translated specifically into an awareness of solar power and its benefits. As mentioned above, the lack of awareness and therefore knowledge about solar power has not created a demand for the technology. Government policy towards green technologies has been deliberately avoided so as to utilise current available resources that can be exploited minimising investment costs.

Figure 6. Level of Agreement/Disagreement about the Concern over the Environment

The figure below shows that the majority of people surveyed (78%) would appreciate more information and knowledge about renewable resources. The various renewable resources (wind, solar, geothermal etc) are not publicised in the KSA and there is a bias to promote fossil fuels

Figure 7. Level of Agreement/Disagreement for more Information about Renewable Resources

Figure 8. Level of Agreement/Disagreement of Individuals that would use Solar Power if Cheaper than Electricity

The cost of electricity in KSA is very cheap. Almost 88% of the respondents agreed that they would use solar power if it was cheaper than electricity. This figure reveals that price plays a very big part in the decision making process to adoption of new technologies.

Figure 9. Level of Agreement/Disagreement of the Expense in Installing Solar Power

In Figure 9, there is no agreement/disagreement about the expense involved in solar panel installation. This may be due to insufficient information or perhaps the deliberate avoidance of alternative technologies.

Figure 10. Level of Agreement/Disagreement over Subsidy for Solar Power instead of Electricity

A large percentage of respondents (76%) were of the opinion that government should subsidise solar power instead of electricity. This is inconsistent with the finding about knowledge regarding solar power. Perhaps the respondents would like to see more subsidies, regardless of what may be on offer.

Figure11. Level of Agreement/Disagreement regarding Willingness to Pay Full Price for Solar Power

There is very little willingness to pay full price for solar power installation (Figure 11). Only 3% of individuals agreed to do so. Investment costs are not known and the respondents are adamant that prices for technologies of this nature should be subsidised as described in Figure 10.

Figure 12. Level of Agreement/Disagreement about the Introduction of Rewards for Solar Power

A mixed response was observed for the question regarding introduction of rewards by government for solar power. Almost 49% of the individuals surveyed would like to have government provide rewards such as selling back electricity to the local grid and thus help to make some financial gain form the technology. However, 42% were neutral in their response. There is perhaps distrust about what the rewards may involve long term as well as the fact that an opportunity to gain financially may be at a cost to the buyer.

4.2.2.1 Analysis of Parametric Data

Quantitative data were analysed using SPSS. Chi-squared tests (Brace et al. 2009) were used to determine the relationship between gender, age and education on solar power awareness, environmental concern, cost of solar power, subsidies and government incentives that could lead to change. These tests allowed for the separation of effects and provide clarity about the relationships at α=0.05. In addition, the tests were used to provide meaningful discussion and conclusions form the selected sample.

4.2.2.2 Relationship between Gender and Driver Indicators for Adoption of Solar Power.

Table 1. Chi Square Tests using Gender with Different Variables Cross-tabulation

Variable

χ²-Value

df

Asymp Sig

(2-sided)

Expected Count

Awareness of thermal solar power

9.938

12

.621

Expected minimum count is .09. 18 cells (90.0%) had expected counts less than 5.

Concerned about the environment

21.750

12

0.594

Expected minimum count is .03. 34 cells (97.1%) had expected count less than 5.

Interest in renewable resources

7.419

12

.492

Expected minimum count is .13. 14 cells (93.3%) had expected count less than 5.

Use solar power if cheaper than current electricity prices

27.438

12

.031

Expected minimum count is .03. 14 cells (93.3%) had expected count less than 5.

Solar power is expensive to install

6.919

12

.032

Expected minimum count is .03. 7 cells (76.3%) had expected count less than 5.

Government should subsidize solar power instead of electricity

8.413

12

.602

Expected minimum count is .23. 12 cells (83.6%) had expected count less than 5.

Pay the full price for solar power. No need for a subsidy

14.441

12

.519

Expected minimum count is .15. 14 cells (93.3%) had expected count less than 5.

Government should introduce rewards (e.g. for selling electricity back to the grid)

5.419

12

.002

Expected minimum count is .03. 15 cells (93.3%) had expected count less than 5.

Certainly consider solar power, if Government rewards me

7.929

12

.502

Expected minimum count is .33. 15 cells (96.3%) had expected count less than 5.

Table 1 here shows that a significant relationship can be made between use of cheap solar power compared to electricity and gender: χ² (12, N=38) = 27.438, p = 0.031. Since gender was not significant, both males and females can be assumed to be willing to use solar power as long as the price was less than current electricity prices. Individuals claimed that solar power installation was expensive: χ² (12, N=38) = 6.919, p = 0.032. This cost is seen as prohibitive and can be linked to a further question regarding rewards. A buy back scheme, similar to some developed countries should be considered. Such a scheme will allow for payback to take place over an agreed number of years.

4.2.2.3 Relationship between Education and Driver Indicators for Adoption of Solar Power.

Table 2. Chi Square Test for Education with Different Variables Cross-tabulation

Variable

χ²-Value

df

Asymp Sig

(2-sided)

Expected Count

Awareness of thermal solar power

24.714

8

.002

Expected minimum count is .06. 13 cells (86.7%) had expected count less than 5.

Concerned about the environment

19.978

8

.041

Expected minimum count is .03. 8 cells (80.0%) had expected count less than 5.

Interest in renewable resources

8.534

8

0.621

Expected minimum count is .43. 10 cells (83.3%) had expected count less than 5.

Use solar power if cheaper than current electricity prices

14.332

8

0.553

Expected minimum count is .46 10 cells (83.3%) had expected count less than 5.

Solar power is expensive to install

17.408

8

.022

Expected minimum count is .03. 14 cells (93.3%) had expected count less than 5.

Government should subsidize solar power instead of electricity

7.419

8

.029

Expected minimum count is .47. 8 cells (63.3%) had expected count less than 5.

Pay the full price for solar power. No need for a subsidy

15.160

8

.422

Expected minimum count is .23. 7 cells (73.3%) had expected count less than 5.

Government should introduce rewards (e.g. for selling electricity back to the grid)

27.499

8

.012

Expected minimum count is .33. 7 cells (73.3%) had expected count less than 5.

Certainly consider solar power, if Government rewards me

26.789

8

.038

Expected minimum count is .13. 14 cells (93.3%) had expected count less than 5.

A relationship can be made between education and solar power awareness: χ² (8, N=38) = 24.714, p = 0.002. Education of individuals is a powerful tool in creating awareness about solar power as the individuals are seeking knowledge about the environment and are concerned about the environment. This concern was also shown to have a significant effect: χ² (8, N=38) = 19.978, p = 0.041. Educated individuals are therefore more likely to adopt solar power technology, however, they found solar power to be expensive: χ² (8, N=38) = 17.408, p = 0.022 and would welcome subsidised pricing. In addition, these respondents would consider solar power if a reward system was in place: χ² (8, N=38) = 26.789, p = 0.038.

4.2.2.4 Relationship between Age and Driver Indicators for Adoption of Solar Power.

Table 3. Chi Square Test using Age with Different Variables Cross-tabulation

Variable

χ²-Value

df

Asymp Sig

(2-sided)

Expected Count

Awareness of thermal solar power

9.938

12

.621

Expected minimum count is .09. 18 cells (90.0%) had expected counts less than 5.

Concerned about the environment

21.750

12

.594

Expected minimum count is .03. 34 cells (97.1%) had expected count less than 5.

Interest in renewable resources

20.194

12

.472

Expected minimum count is .13. 14 cells (93.3%) had expected count less than 5.

Use solar power if cheaper than current electricity prices

29.427

12

.852

Expected minimum count is .18. 12 cells (83.3%) had expected count less than 5.

Solar power is expensive to install

17.669

12

.772

Expected minimum count is .18. 12 cells (83.3%) had expected count less than 5.

Government should subsidize solar power instead of electricity

17.212

12

.511

Expected minimum count is .13. 14 cells (93.3%) had expected count less than 5.

Pay the full price for solar power. No need for a subsidy

13.449

12

.667

Expected minimum count is .37. 17 cells (96.3%) had expected count less than 5.

Government should introduce rewards (e.g. for selling electricity back to the grid)

8.319

12

.419

Expected minimum count is .13. 14 cells (93.3%) had expected count less than 5.

Certainly consider solar power, if Government rewards me

17.329

12

.442

Expected minimum count is .17. 15 cells (94.3%) had expected count less than 5.

There was no significant (P<0.05) difference in the age groups. No relationship could be found for the effect of age on any of the elements tested above. Thus, no specific elements can be attributed to any age grouping.

4.3 Final Discussion

Returning to the hypotheses generated above, for H1, H2, and H3, we can say that we cannot reject the null hypothesis based on gender or age but can reject the null hypothesis on the basis of education. Evidence provided here shows that education plays an extremely major role in understanding green technologies, global warming and environmental concerns. By educating the population in terms of green technologies, specifically solar energy and solar power, a greater awareness would be created. It will take years to change attitudes and the time to plant these seeds is now if the KSA is to reap the benefits in the future.

If we consider Jacksons’ (2005) rational choice model, it can be seen that the individuals have behaved in a manner that weighs up costs and benefits. At the present time, with the high level of subsidies provided for fossil fuels, the consumer benefits overwhelmingly. In fact, due to the prolonged period of subsidy, they appear to be resistant to change their behaviour. The hypothesis tested (H4) for selling power back to the grid was significant for the effect of education and gender. Getting individuals involved in the process of the change brings them into the process of the change. We can therefore state that there is a relationship between financial benefit received through buy back schemes and solar power adoption if change is to be effected. .Adoption of technology, as described by Rogers (1995) involves the creation of attributes that are perceived as attractive and this awareness stage is the pivotal point at which to gain a full understanding of the features and advantages of the product and technology. As seen from the results, there is very little if any, information that is being provided to the general populace to create an awareness of green technologies especially solar power, global warming and climate change.

Social learning has also been an important factor in change behaviour (Leeuwis et al., 2002; Brown, 2008). This is a complex path for change when government directly influence changes in technology, the media, education, culture and the economy. In the article by Taleb (2006), it is stated that educational campaigns would assist in bringing about change. This is true to a large extent but only under an economy that is freely competitive and no distortions exist in pricing. If the government is to provide incentives to buy back electricity for sale to the grid, then there would be a swap from one subsidy to another. This would be seen as greener energy usage but the government would need to have this in place for a very long time so as to win the consumers’ confidence in the technology.

It should also be mentioned that perhaps the KSA government has not promulgated the use of this technology because of issues such as general change over costs, roof integration, tile replacement, lamination systems, etc. The burden on the consumer could create a revolt which may have dire consequence to the ruling monarchy. The potential for exporting energy from solar power is another avenue to pursue. However, there would be a need to integrate systems between countries that are not oil rich where subsidies are prevalent and this may be at a large investment cost.

4.3 Summary

The above findings show that there are a number of factors that influence possible drivers for use of solar energy in residential buildings in KSA. Incentives or reward schemes and subsidies were found to be the key factors that the respondents agreed in order to change behaviour. In addition, education was a significant factor that could drive change. In the next chapter, conclusions will be provided from this study and recommend areas for future research.

CHAPTER 5

Conclusions

5.1 Introduction

Following qualitative analysis (using home construction engineers) and quantitative analysis (using a residential home site) in Riyadh regarding the possible drivers of using solar energy in residential buildings in Saudi Arabia, it can be stated that this is a very complex issue due to a number of inter-related factors. These factors, to name a few, include education, wealth, subsidies, government intervention, and government policy. The factors cannot be separated out and impact each other in many cases.

5.2 Main Conclusions

Al-Yami and Price, (2005) as well as Taleb (2006) provided evidence stating that knowledge and education were the key factors required to drive change amongst the Saudi populace towards solar energy. This research found that individuals in KSA have little available information about solar power and there is very little education that takes place about greenhouse gasses and global warming.

Heavy subsidies on energy such as electricity and petroleum have created an expectation for subsidies in all other modes of energy use (Mehara, 2007). Individuals surveyed in this research were willing to move to solar power usage provided subsidies were maintained. The cost to change over to solar power was found to be prohibitive and individuals wanted help from the government to meet the costs

A significant relationship between solar power awareness and education was found. Individuals who are educated are more likely to adopt this technology. Thus, giving the consumer the right information and education will shift viewpoints regarding the environment and purchase behavior.

There was no relationship found for the effect of age and gender on solar power. Therefore, age and gender was not related to solar power knowledge or adoption and these factors have little bearing on the decision making process.

Homes in the KSA are not easily adaptable to solar power installation. The roofing of many residential properties have air conditioning equipment installed and there is no room for solar cells. Many of the gardens and yards would not be able to accommodate all the solar cells required.

Findings here showed that many individuals expressed an interest to change to solar power if incentives allowing them to sell electricity back to the main grid existed. In a relatively recent report, Hledik (2009), found that when individuals are actively involved in the process of change, there is a greater acceptance, willingness and commitment to use solar power. When incentives are available, people will change their behaviour (Bornstein, 2007) but there is need for a change in government policy if nationwide adoption and implementation is to take place (Brown, 2008).

The current government should take the lead in the process of change. Focus group work showed that government intervention is necessary and that government is hindering the process. Government policy regarding solar power has lagged due to the abundance of fossil fuels in the KSA. The government is not a signatory to the Kyoto protocol but wants to see a reduction in greenhouse gasses.

5.3 Research Limitations

This study examined the responses of two focus groups and thirty eight respondents. There is clearly a need to increase the sample size as the number of respondents is insufficient. The results may only be used as an indication since a wider selection of the population needs to be sampled. Furthermore, there is also a need to investigate the interaction between the effects tested above on the statements examined ie two and three way interaction between education, gender and income.

5.4 Recommendations for Future Research

1. There is limited information regarding consumer viewpoints. Focus groups amongst a variety of segments should be undertaken. This approach would help to breakdown and target segments that would be early adopters.

2. This study could be further developed by looking at interactions between gender*education*age or gender*age or age*education. This would help to further clarify the different factors that relate to solar power amongst individuals.

3. Further research may also include ranking elements about green technologies and solar power under conditions that prevail in KSA so as to highlight the most important factors.

4. Focus group work should be conducted with the Ministry of Energy regarding the importance of green technologies and reasons for the slow adoption.

.