Abstract: Market availability is a key feature in a business. It helps in designing the product or service that meets the needs of consumers, and setting competitive, profitable and affordable prices. Adoption of sustainable energy technologies can therefore be best discussed in the lens of supply and demand. One of the bases for unwillingness to adopt sustainable energy is the fear of unreliability in supply. On the demand side, adoption of energy technologies will depend on satisfying what the customers are asking for and not necessarily what the suppliers imagines.