Exploring barriers to selling solar products and the role of digitalisation: an interpretative phenomenological analysis

Purpose This paper aims to investigate the impediments to the sale of solar products from the seller’s perspective and delves into the role of digitalisation in surmounting these barriers. It is crucial to explore the integration of digitalisation within the solar industry and to investigate the reasons behind the limited popularity and commercial viability of solar products among the general public. Design/methodology/approach The author used interpretative phenomenological analysis as this methodology captures the nuanced experiences of individual solar product sellers, offering a comprehensive understanding of barriers and their underlying reasons. Further, the role of digitalisation was understood in detail, covering both the product and the service aspect of solar products. Findings The study identifies four pivotal themes – product-oriented issues, support systems, customer-oriented issues and policy and state, each accompanied by its corresponding sub-themes. The findings have been enumerated with the themes’ corresponding quotes from the respondents, providing firsthand insights along with its key takeaways, offering a comprehensive understanding of the data and its nuanced understanding. Originality/value The findings bear implications for professionals in the solar market, as well as for government officials and policymakers. The study also provides a bridge for the academicians in the energy management sector and industry to understand the nuances of the issues at bay for providing customised solutions to the clients and the problems faced by the energy sector at the macro level to contribute to solving climate change problems.