Citizens motivation towards solar energy in the context of the smart city, the case of Casablanca Morocco

Laboratory of Marketing and Strategic Analysis of Organizations (LAMSO), National School of Commerce and Management of Casablanca, A Hassan II University Casablanca, Morocco

Abstract

The protection of the environment is one of the major concerns of individuals who seek to satisfy their needs without exploiting the reserve of future generations according to the principle of sustainable development. Nevertheless, any Smart City project requires the protection of the environment, the responsibility of citizens in its realization and a desire to encourage their participation in the various issues and dimensions of the creation of a smart city. Our research question aims to determine the extent to which the residents of the city of Casablanca are ready to support the Smart City project by adopting a responsible purchasing behavior towards their environment through the use of renewable energies. In order to achieve our goal we have resorted to the positivist paradigm by adopting deductive logic based on an existing theoretical model illustrated by the literature review which is the theory of self-determination. We opted for a questionnaire distributed to the profile of Internet users and the processing of the results obtained is done using the SPSS software. The analysis of the data collected showed that the majority of citizens are interested in the use of renewable energies and are ready to collaborate in the Smart City project.