IDEAS home Printed from https://ideas.repec.org/a/eee/enepol/v83y2015icp185-192.html
   My bibliography  Save this article

Opinion leadership and willingness to pay for residential photovoltaic systems

Author

Listed:
  • Yamamoto, Yoshihiro

Abstract

According to diffusion theory, opinion leaders play an important role in the diffusion of new technologies through interpersonal communication with potential adopters. This study investigates the role and utility of opinion leadership in photovoltaic (PV) system diffusion. Specifically, the study proposes, examines, and considers the implications of the hypothesis that there is a positive relationship between willingness to pay (WTP) for a PV system and opinion leadership on PV-system adoption. The investigation employed an internet-based questionnaire to assess the use of interpersonal communication in decision-making on adoption, to identify opinion leaders on adoption, and to characterize their WTP. The response pool consisted of 488 individuals who lived in a detached house, owned a residential PV system, and were responsible for making the decision to adopt the system. The results support the hypothesis. Considering that subsidization preferentially incentivizes households with greater WTP to adopt PV systems, this suggests that subsidization is more effective than purchases of PV power under feed-in tariffs in promoting the diffusion of residential PV systems through interpersonal communication.

Suggested Citation

  • Yamamoto, Yoshihiro, 2015. "Opinion leadership and willingness to pay for residential photovoltaic systems," Energy Policy, Elsevier, vol. 83(C), pages 185-192.
    • Handle: RePEc:eee:enepol:v:83:y:2015:i:c:p:185-192
    DOI: 10.1016/j.enpol.2015.04.014
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0301421515001561
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.enpol.2015.04.014?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jager, Wander, 2006. "Stimulating the diffusion of photovoltaic systems: A behavioural perspective," Energy Policy, Elsevier, vol. 34(14), pages 1935-1943, September.
    2. Faiers, Adam & Neame, Charles, 2006. "Consumer attitudes towards domestic solar power systems," Energy Policy, Elsevier, vol. 34(14), pages 1797-1806, September.
    3. Jaffe, Adam B. & Newell, Richard G. & Stavins, Robert N., 2003. "Chapter 11 Technological change and the environment," Handbook of Environmental Economics, in: K. G. Mäler & J. R. Vincent (ed.), Handbook of Environmental Economics, edition 1, volume 1, chapter 11, pages 461-516, Elsevier.
    4. Zhai, Pei & Williams, Eric D., 2012. "Analyzing consumer acceptance of photovoltaics (PV) using fuzzy logic model," Renewable Energy, Elsevier, vol. 41(C), pages 350-357.
    5. Zorić, Jelena & Hrovatin, Nevenka, 2012. "Household willingness to pay for green electricity in Slovenia," Energy Policy, Elsevier, vol. 47(C), pages 180-187.
    6. Zhang, Lei & Wu, Yang, 2012. "Market segmentation and willingness to pay for green electricity among urban residents in China: The case of Jiangsu Province," Energy Policy, Elsevier, vol. 51(C), pages 514-523.
    7. Sultan, Fareena & Winer, Russell S., 1993. "Time preferences for products and attributes and the adoption of technologydriven consumer durable innovations," Journal of Economic Psychology, Elsevier, vol. 14(4), pages 587-613, December.
    8. Parker, Paul, 2008. "Residential solar photovoltaic market stimulation: Japanese and Australian lessons for Canada," Renewable and Sustainable Energy Reviews, Elsevier, vol. 12(7), pages 1944-1958, September.
    9. Bryan Bollinger & Kenneth Gillingham, 2012. "Peer Effects in the Diffusion of Solar Photovoltaic Panels," Marketing Science, INFORMS, vol. 31(6), pages 900-912, November.
    10. Antonelli, Marco & Desideri, Umberto, 2014. "The doping effect of Italian feed-in tariffs on the PV market," Energy Policy, Elsevier, vol. 67(C), pages 583-594.
    11. Martin, Nigel & Rice, John, 2013. "The solar photovoltaic feed-in tariff scheme in New South Wales, Australia," Energy Policy, Elsevier, vol. 61(C), pages 697-706.
    12. Guo, Xiurui & Liu, Haifeng & Mao, Xianqiang & Jin, Jianjun & Chen, Dongsheng & Cheng, Shuiyuan, 2014. "Willingness to pay for renewable electricity: A contingent valuation study in Beijing, China," Energy Policy, Elsevier, vol. 68(C), pages 340-347.
    13. Noll, Daniel & Dawes, Colleen & Rai, Varun, 2014. "Solar Community Organizations and active peer effects in the adoption of residential PV," Energy Policy, Elsevier, vol. 67(C), pages 330-343.
    14. Labay, Duncan G & Kinnear, Thomas C, 1981. "Exploring the Consumer Decision Process in the Adoption of Solar Energy Systems," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(3), pages 271-278, December.
    15. Lesser, Jonathan A. & Su, Xuejuan, 2008. "Design of an economically efficient feed-in tariff structure for renewable energy development," Energy Policy, Elsevier, vol. 36(3), pages 981-990, March.
    16. Rigter, Jasper & Vidican, Georgeta, 2010. "Cost and optimal feed-in tariff for small scale photovoltaic systems in China," Energy Policy, Elsevier, vol. 38(11), pages 6989-7000, November.
    17. Cherrington, R. & Goodship, V. & Longfield, A. & Kirwan, K., 2013. "The feed-in tariff in the UK: A case study focus on domestic photovoltaic systems," Renewable Energy, Elsevier, vol. 50(C), pages 421-426.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Palm, A., 2020. "Early adopters and their motives: Differences between earlier and later adopters of residential solar photovoltaics," Renewable and Sustainable Energy Reviews, Elsevier, vol. 133(C).
    2. Ding, Liping & Zhu, Yuxuan & Zheng, Longwei & Dai, Qiyao & Zhang, Zumeng, 2023. "What is the path of photovoltaic building (BIPV or BAPV) promotion? --The perspective of evolutionary games," Applied Energy, Elsevier, vol. 340(C).
    3. Riccardo Scarpa & Cristiano Franceschinis & Mara Thiene, 2017. "A Monte Carlo Evaluation of the Logit-Mixed Logit under Asymmetry and Multimodality," Working Papers in Economics 17/23, University of Waikato.
    4. Ayu Washizu & Satoshi Nakano & Hideo Ishii & Yasuhiro Hayashi, 2019. "Willingness to Pay for Home Energy Management Systems: A Survey in New York and Tokyo," Sustainability, MDPI, vol. 11(17), pages 1-20, September.
    5. Emily Schulte & Fabian Scheller & Daniel Sloot & Thomas Bruckner, 2021. "A meta-analysis of residential PV adoption: the important role of perceived benefits, intentions and antecedents in solar energy acceptance," Papers 2112.12464, arXiv.org.
    6. Ju-Hee Kim & Younggew Kim & Seung-Hoon Yoo, 2021. "Using a choice experiment to explore the public willingness to pay for the impacts of improving energy efficiency of an apartment," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(5), pages 1775-1793, October.
    7. Li, Bo & Ding, Junqi & Wang, Jieqiong & Zhang, Biao & Zhang, Lingxian, 2021. "Key factors affecting the adoption willingness, behavior, and willingness-behavior consistency of farmers regarding photovoltaic agriculture in China," Energy Policy, Elsevier, vol. 149(C).
    8. He, Ke & Zhang, Junbiao & Zeng, Yangmei, 2020. "Households’ willingness to pay for energy utilization of crop straw in rural China：Based on an improved UTAUT model," Energy Policy, Elsevier, vol. 140(C).
    9. Franceschinis, Cristiano & Thiene, Mara & Scarpa, Riccardo & Rose, John & Moretto, Michele & Cavalli, Raffaele, 2017. "Adoption of renewable heating systems: An empirical test of the diffusion of innovation theory," Energy, Elsevier, vol. 125(C), pages 313-326.
    10. Dalia Streimikiene & Tomas Balezentis & Ilona Alisauskaite-Seskiene & Gintare Stankuniene & Zaneta Simanaviciene, 2019. "A Review of Willingness to Pay Studies for Climate Change Mitigation in the Energy Sector," Energies, MDPI, vol. 12(8), pages 1-38, April.
    11. Schwarz, Marius & Auzépy, Quentin & Knoeri, Christof, 2020. "Can electricity pricing leverage electric vehicles and battery storage to integrate high shares of solar photovoltaics?," Applied Energy, Elsevier, vol. 277(C).
    12. Nuñez-Jimenez, Alejandro & Knoeri, Christof & Rottmann, Fabian & Hoffmann, Volker H., 2020. "The role of responsiveness in deployment policies: A quantitative, cross-country assessment using agent-based modelling," Applied Energy, Elsevier, vol. 275(C).
    13. Esplin, Ryan & Nelson, Tim, 2022. "Redirecting solar feed in tariffs to residential battery storage: Would it be worth it?," Economic Analysis and Policy, Elsevier, vol. 73(C), pages 373-389.
    14. David Huckebrink & Valentin Bertsch, 2021. "Integrating Behavioural Aspects in Energy System Modelling—A Review," Energies, MDPI, vol. 14(15), pages 1-26, July.
    15. Cohen, Jed J. & Azarova, Valeriya & Kollmann, Andrea & Reichl, Johannes, 2021. "Preferences for community renewable energy investments in Europe," Energy Economics, Elsevier, vol. 100(C).
    16. dos Santos, L.L.C. & Canha, L.N. & Bernardon, D.P., 2018. "Projection of the diffusion of photovoltaic systems in residential low voltage consumers," Renewable Energy, Elsevier, vol. 116(PA), pages 384-401.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Briguglio, Marie & Formosa, Glenn, 2017. "When households go solar: Determinants of uptake of a Photovoltaic Scheme and policy insights," Energy Policy, Elsevier, vol. 108(C), pages 154-162.
    2. Ryszard Kata & Kazimierz Cyran & Sławomir Dybka & Małgorzata Lechwar & Rafał Pitera, 2021. "Economic and Social Aspects of Using Energy from PV and Solar Installations in Farmers’ Households in the Podkarpackie Region," Energies, MDPI, vol. 14(11), pages 1-21, May.
    3. Balta-Ozkan, Nazmiye & Yildirim, Julide & Connor, Peter M., 2015. "Regional distribution of photovoltaic deployment in the UK and its determinants: A spatial econometric approach," Energy Economics, Elsevier, vol. 51(C), pages 417-429.
    4. Magdalena Grębosz-Krawczyk & Agnieszka Zakrzewska-Bielawska & Sylwia Flaszewska, 2021. "From Words to Deeds: The Impact of Pro-Environmental Self-Identity on Green Energy Purchase Intention," Energies, MDPI, vol. 14(18), pages 1-17, September.
    5. Collier, Samuel H.C. & House, Jo I. & Connor, Peter M. & Harris, Richard, 2023. "Distributed local energy: Assessing the determinants of domestic-scale solar photovoltaic uptake at the local level across England and Wales," Renewable and Sustainable Energy Reviews, Elsevier, vol. 171(C).
    6. Magdalena Grębosz-Krawczyk & Agnieszka Zakrzewska-Bielawska & Beata Glinka & Aldona Glińska-Neweś, 2021. "Why Do Consumers Choose Photovoltaic Panels? Identification of the Factors Influencing Consumers’ Choice Behavior regarding Photovoltaic Panel Installations," Energies, MDPI, vol. 14(9), pages 1-20, May.
    7. Strazzera, Elisabetta & Statzu, Vania, 2017. "Fostering photovoltaic technologies in Mediterranean cities: Consumers’ demand and social acceptance," Renewable Energy, Elsevier, vol. 102(PB), pages 361-371.
    8. Reeves, D.C. & Rai, V., 2018. "Strike while the rebate is hot: Savvy consumers and strategic technology adoption timing," Energy Policy, Elsevier, vol. 121(C), pages 325-335.
    9. Fabian Scheller & Isabel Doser & Daniel Sloot & Russell McKenna & Thomas Bruckner, 2020. "Exploring the Role of Stakeholder Dynamics in Residential Photovoltaic Adoption Decisions: A Synthesis of the Literature," Energies, MDPI, vol. 13(23), pages 1-31, November.
    10. Kowalska-Pyzalska, Anna, 2018. "What makes consumers adopt to innovative energy services in the energy market? A review of incentives and barriers," Renewable and Sustainable Energy Reviews, Elsevier, vol. 82(P3), pages 3570-3581.
    11. Felipe Moraes do Nascimento & Julio Cezar Mairesse Siluk & Fernando de Souza Savian & Taís Bisognin Garlet & José Renes Pinheiro & Carlos Ramos, 2020. "Factors for Measuring Photovoltaic Adoption from the Perspective of Operators," Sustainability, MDPI, vol. 12(8), pages 1-29, April.
    12. Anna Kowalska-Pyzalska, 2016. "What makes consumers adopt to innovative energy services in the energy market?," HSC Research Reports HSC/16/09, Hugo Steinhaus Center, Wroclaw University of Science and Technology.
    13. Bao, Qifang & Honda, Tomonori & El Ferik, Sami & Shaukat, Mian Mobeen & Yang, Maria C., 2017. "Understanding the role of visual appeal in consumer preference for residential solar panels," Renewable Energy, Elsevier, vol. 113(C), pages 1569-1579.
    14. Burtt, D. & Dargusch, P., 2015. "The cost-effectiveness of household photovoltaic systems in reducing greenhouse gas emissions in Australia: Linking subsidies with emission reductions," Applied Energy, Elsevier, vol. 148(C), pages 439-448.
    15. Fang, Xingming & Wang, Lu & Sun, Chuanwang & Zheng, Xuemei & Wei, Jing, 2021. "Gap between words and actions: Empirical study on consistency of residents supporting renewable energy development in China," Energy Policy, Elsevier, vol. 148(PA).
    16. Palm, Alvar & Lantz, Björn, 2020. "Information dissemination and residential solar PV adoption rates: The effect of an information campaign in Sweden," Energy Policy, Elsevier, vol. 142(C).
    17. Iwona Zdonek & Anna Mularczyk & Marian Turek & Stanisław Tokarski, 2023. "Perception of Prosumer Photovoltaic Technology in Poland: Usability, Ease of Use, Attitudes, and Purchase Intentions," Energies, MDPI, vol. 16(12), pages 1-18, June.
    18. Adil, Ali M. & Ko, Yekang, 2016. "Socio-technical evolution of Decentralized Energy Systems: A critical review and implications for urban planning and policy," Renewable and Sustainable Energy Reviews, Elsevier, vol. 57(C), pages 1025-1037.
    19. Balezentis, Tomas & Streimikiene, Dalia & Mikalauskas, Ignas & Shen, Zhiyang, 2021. "Towards carbon free economy and electricity: The puzzle of energy costs, sustainability and security based on willingness to pay," Energy, Elsevier, vol. 214(C).
    20. Fabian Scheller & Isabel Doser & Emily Schulte & Simon Johanning & Russell McKenna & Thomas Bruckner, 2021. "Stakeholder dynamics in residential solar energy adoption: findings from focus group discussions in Germany," Papers 2104.14240, arXiv.org.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:enepol:v:83:y:2015:i:c:p:185-192. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/enpol .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.