The “India Consumer Perceptions on Renewable
Energy Survey,” conducted by Mercom Communications India, a wholly-owned
subsidiary of Mercom Capital Group, llc, a global communications and consulting
firm, focused on gauging people’s and businesses’ perception and attitudes
toward non-conventional sources of energy in India. Over 1,700 residential and
commercial and industrial customers were surveyed.
Awareness of government subsidy
programs for renewable energy was at 59 percent for commercial respondents
while only 45 percent of residential respondents were aware of these subsidy
programs. The renewable energy industry needs to do a better job of educating
consumers so they can take advantage of these programs which in turn benefits
renewable energy companies through sales of power and power generation systems.
Subsidies for solar power were
most popular among survey respondents with 87 percent of both commercial and
residential respondents. Wind was the second most popular choice with 76
percent of commercial and 75 percent of residential respondents favoring
Forty-five percent of commercial
respondents said they had no opinion when asked if they supported government
subsidies for coal while only 34 percent said no and 21 percent actually supported
subsidies for coal. On the residential side, 44 percent did not support
government subsidies for coal, 33 percent had no opinion and 24 percent said
they would support government subsidies for coal.
With constant power shortage
issues, consumers want power from any source, even coal. Consumer awareness of
the harmful effects of coal needs to be explored.
When asked about government
subsidies for nuclear energy, 44 percent of commercial and 34 percent of
residential respondents had no opinion, while 34 percent of commercial and 37
percent of residential consumers said they did not support them.
When asked about their
familiarity with the Bureau of Energy Efficiency (BEE label) products and their
benefits, a plurality (40 percent) of commercial respondents and a majority (56
percent) of residential respondents said they were not familiar. Thirty-one
percent of commercial respondents said they were familiar with the products but
not the benefits, or otherwise recognized the labels but did not understand
what BEE label stood for.
Twenty-three percent of
residential respondents were familiar with BEE label products but not the
benefits. Only 30 percent of commercial respondents and 21 percent of
residential respondents were familiar with BEE label products and their
benefits. This is an extremely low number considering BEE is a separate
government agency whose sole goal is to promote energy efficiency. Without
education and awareness programs that drive home the importance of energy
efficiency, it is just a random government ‘label’ on a product far as
consumers are concerned.
here for a copy of the survey: India
Consumer Perceptions on Renewable Energy Survey