Evolution of consumer information preferences with market maturity in solar PV adoption

Reeves, D. Cale; Rai, Varun; Margolis, Robert

doi:10.1088/1748-9326/aa6da6

Title: Evolution of consumer information preferences with market maturity in solar PV adoption

Journal Article · Tue Jul 04 00:00:00 EDT 2017 · Environmental Research Letters

DOI:https://doi.org/10.1088/1748-9326/aa6da6· OSTI ID:1367777

Reeves, D. Cale; Rai, Varun; Margolis, Robert

Residential adoption of solar photovoltaics (PV) is spreading rapidly, supported by policy initiatives at the federal, state, and local levels. Potential adopters navigate increasingly complex decision-making landscapes in their path to adoption. Much is known about the individual-level drivers of solar PV diffusion that steer adopters through this process, but relatively little is known about the evolution of these drivers as solar PV markets mature. By understanding the evolution of emerging solar PV markets over time, stakeholders in the diffusion of solar PV can increase policy effectiveness and reduce costs. This analysis uses survey data to compare two adjacent markets across a range of relevant characteristics, then models changes in the importance of local vs cosmopolitan information sources by combining theory relating market maturity to adopter behavior with event-history techniques. In younger markets, earlier, innovative adoptions that are tied to a preference for cosmopolitan information sources are more prevalent than expected, suggesting a frustrated demand for solar PV that segues into adoptions fueled by local information preferences contemporary with similar adoptions in older markets. Furthermore, the analysis concludes with policy recommendations to leverage changing consumer information preferences as markets mature.

View Journal Article

Cite

Export

Save

Research Organization:: National Renewable Energy Lab. (NREL), Golden, CO (United States)

Sponsoring Organization:: USDOE Office of Energy Efficiency and Renewable Energy (EERE)

Grant/Contract Number:: XGG-3-23326-01; AC36-08GO28308

OSTI ID:: 1367777

Alternate ID(s):: OSTI ID: 1373265

Report Number(s):: NREL/JA-6A20-68944

Journal Information:: Environmental Research Letters, Journal Name: Environmental Research Letters Vol. 12 Journal Issue: 7; ISSN 1748-9326

Publisher:: IOP PublishingCopyright Statement

Country of Publication:: United Kingdom

Language:: English

Citation Metrics:

Cited by: 23 works

Citation information provided by
Web of Science

References (27)

Dissemination of solar photovoltaics: a study on the government programme to promote solar lantern in India Velayudhan, S. K. Energy Policy, Vol. 31, Issue 14 https://doi.org/10.1016/s0301-4215(02)00207-0	journal	November 2003
Preaching to different choirs: How to motivate dismissive, uncommitted, and alarmed audiences to adapt to climate change? Hine, Donald W.; Phillips, Wendy J.; Cooksey, Ray Global Environmental Change, Vol. 36 https://doi.org/10.1016/j.gloenvcha.2015.11.002	journal	January 2016
Exploring the market for third-party-owned residential photovoltaic systems: insights from lease and power-purchase agreement contract structures and costs in California Davidson, Carolyn; Steinberg, Daniel; Margolis, Robert Environmental Research Letters, Vol. 10, Issue 2 https://doi.org/10.1088/1748-9326/10/2/024006	journal	February 2015
Forecasting residential solar photovoltaic deployment in California Dong, Changgui; Sigrin, Benjamin; Brinkman, Gregory Technological Forecasting and Social Change, Vol. 117 https://doi.org/10.1016/j.techfore.2016.11.021	journal	April 2017
A New Product Growth for Model Consumer Durables Bass, Frank M. Management Science, Vol. 15, Issue 5 https://doi.org/10.1287/mnsc.15.5.215	journal	January 1969
Integrating distributed generation into electric power systems: A review of drivers, challenges and opportunities Lopes, J. A. Peças; Hatziargyriou, N.; Mutale, J. Electric Power Systems Research, Vol. 77, Issue 9 https://doi.org/10.1016/j.epsr.2006.08.016	journal	July 2007
Risk preferences and purchase of energy-efficient technologies in the residential sector Qiu, Yueming; Colson, Gregory; Grebitus, Carola Ecological Economics, Vol. 107 https://doi.org/10.1016/j.ecolecon.2014.09.002	journal	November 2014
Climate policy at the local level: Insights from California Bedsworth, Louise W.; Hanak, Ellen Global Environmental Change, Vol. 23, Issue 3 https://doi.org/10.1016/j.gloenvcha.2013.02.004	journal	June 2013
Reconsidering solar grid parity Yang, Chi-Jen Energy Policy, Vol. 38, Issue 7 https://doi.org/10.1016/j.enpol.2010.03.013	journal	July 2010
Spatial patterns of solar photovoltaic system adoption: The influence of neighbors and the built environment Graziano, M.; Gillingham, K. Journal of Economic Geography, Vol. 15, Issue 4 https://doi.org/10.1093/jeg/lbu036	journal	October 2014
The adoption of sustainable innovations: Driven by symbolic and environmental motives Noppers, Ernst H.; Keizer, Kees; Bolderdijk, Jan Willem Global Environmental Change, Vol. 25 https://doi.org/10.1016/j.gloenvcha.2014.01.012	journal	March 2014
The quiet (energy) revolution Acker, Richard H.; Kammen, Daniel M. Energy Policy, Vol. 24, Issue 1 https://doi.org/10.1016/0301-4215(95)00112-3	journal	January 1996
Unlocking the potential of smart grid technologies with behavioral science Sintov, Nicole D.; Schultz, P. Wesley Frontiers in Psychology, Vol. 6 https://doi.org/10.3389/fpsyg.2015.00410	journal	April 2015
Peer Effects in the Diffusion of Solar Photovoltaic Panels Bollinger, Bryan; Gillingham, Kenneth Marketing Science, Vol. 31, Issue 6 https://doi.org/10.1287/mksc.1120.0727	journal	November 2012
Innovators and imitators in innovation diffusion modelling Tanny, S. M.; Derzko, N. A. Journal of Forecasting, Vol. 7, Issue 4 https://doi.org/10.1002/for.3980070403	journal	October 1988
Energy policy planning near grid parity using a price-driven technology penetration model Lund, Peter D. Technological Forecasting and Social Change, Vol. 90 https://doi.org/10.1016/j.techfore.2014.05.004	journal	January 2015
Local factors driving the diffusion of solar photovoltaics in Sweden: A case study of five municipalities in an early market Palm, Alvar Energy Research & Social Science, Vol. 14 https://doi.org/10.1016/j.erss.2015.12.027	journal	April 2016
Consumer attitudes towards domestic solar power systems Faiers, Adam; Neame, Charles Energy Policy, Vol. 34, Issue 14 https://doi.org/10.1016/j.enpol.2005.01.001	journal	September 2006
Overcoming barriers to renewable energy diffusion: business models for customer-sited solar photovoltaics in Japan, Germany and the United States Strupeit, Lars; Palm, Alvar Journal of Cleaner Production, Vol. 123 https://doi.org/10.1016/j.jclepro.2015.06.120	journal	June 2016
Qualitative Research to Validate the RQ-Dimensions Groenland, E. A. G. Corporate Reputation Review, Vol. 4, Issue 4 https://doi.org/10.1057/palgrave.crr.1540152	journal	January 2002
Diffusion into new markets: evolving customer segments in the solar photovoltaics market Sigrin, Ben; Pless, Jacquelyn; Drury, Easan Environmental Research Letters, Vol. 10, Issue 8 https://doi.org/10.1088/1748-9326/10/8/084001	journal	August 2015
The slow search for solutions: Lessons from historical energy transitions by sector and service Fouquet, Roger Energy Policy, Vol. 38, Issue 11 https://doi.org/10.1016/j.enpol.2010.06.029	journal	November 2010
Technological innovation system building for diffusion of renewable energy technology: A case of solar PV systems in Ethiopia Kebede, Kassahun Y.; Mitsufuji, Toshio Technological Forecasting and Social Change, Vol. 114 https://doi.org/10.1016/j.techfore.2016.08.018	journal	January 2017
Solar energy market penetration models: Science or number mysticism? Warren, E. H. Technological Forecasting and Social Change, Vol. 16, Issue 2 https://doi.org/10.1016/0040-1625(80)90002-5	journal	February 1980
Overcoming barriers and uncertainties in the adoption of residential solar PV Rai, Varun; Reeves, D. Cale; Margolis, Robert Renewable Energy, Vol. 89 https://doi.org/10.1016/j.renene.2015.11.080	journal	April 2016
Determination of Adopter Categories by Using Innovation Diffusion Models Mahajan, Vijay; Muller, Eitan; Srivastava, Rajendra K. Journal of Marketing Research, Vol. 27, Issue 1 https://doi.org/10.2307/3172549	journal	February 1990
Stimulating the diffusion of photovoltaic systems: A behavioural perspective Jager, Wander Energy Policy, Vol. 34, Issue 14 https://doi.org/10.1016/j.enpol.2004.12.022	journal	September 2006

Cited By (2)

Addressing integration challenges of high shares of residential solar photovoltaics with battery storage and smart policy designs Schwarz, Marius; Ossenbrink, Jan; Knoeri, Christof Environmental Research Letters, Vol. 14, Issue 7 https://doi.org/10.1088/1748-9326/aaf934	journal	June 2019
Investment Determinants in Self-Consumption Facilities: Characterization and Qualitative Analysis in Spain Gimeno, José Ángel; Llera, Eva; Scarpellini, Sabina Energies, Vol. 11, Issue 8 https://doi.org/10.3390/en11082178	journal	August 2018

Similar Records

Diffusion of Innovations: Interplay of Social, Economic, Technological, and Policy Drivers in the Solar Industry. Summary of UT Austin Student Capstone Research Projects

Technical Report · Tue Oct 09 00:00:00 EDT 2018 · OSTI ID:1367777

Wiser, Ryan H.; Darghouth, Naim R.; Hoen, Ben; +10 more

Transportation Energy Futures Series: Non-Cost Barriers to Consumer Adoption of New Light-Duty Vehicle Technologies

Technical Report · Fri Mar 01 00:00:00 EST 2013 · OSTI ID:1367777

Stephens, Thomas

Transportation Energy Futures Series. Non-Cost Barriers to Consumer Adoption of New Light-Duty Vehicle Technologies