Barriers to the Diffusion of Renewable Energy Technologies: A Case Study of the State of Maharashtra, India

The rapid economic growth in many Asian countries is significantly increasing the demand for energy. Added to this are the responses to environmental concerns (e.g., local air pollution, and global climate change), increasing interest by consumers and the government's support for the use of renewable energy technologies. At the same time, utility restructuring and privatization are leading to heightened retail competition among energy suppliers and increasing the role of consumers in energy choices. Taken together, these factors have created an opportunity for effective marketing o f the environmental benefits o f renewable energy technologies.