IDEAS home Printed from https://ideas.repec.org/a/eee/renene/v89y2016icp498-505.html
   My bibliography  Save this article

Overcoming barriers and uncertainties in the adoption of residential solar PV

Author

Listed:
  • Rai, Varun
  • Reeves, D. Cale
  • Margolis, Robert

Abstract

In recent years decreasing hardware costs have driven down the installed price of solar photovoltaic (PV) systems and spurred adoption. However, system cost is not the only barrier faced by solar adopters. Potential adopters also face various informational barriers, leading to high indirect costs during the information search process. There is a significant gap in the literature for empirical work on solar adoption linking how the information context (installer marketing; neighbors with solar, i.e., peer effects; etc.) interacts with a potential adopter's motivations to impact decision outcomes. To address this gap we present results of a new survey on the decision-making process of residential PV adopters in northern California. The main aspects of our analysis include: salient motivating factors, information gathering process, peer effects, role of installers, and factors driving the choice of outright purchase versus third-party ownership (e.g., leasing) modes of adoption. We find that installers and neighbors play important, but often supplementary, roles throughout the decision-making process and have influence on both the decision to adopt as well as on the mode of adoption. Furthermore, expected financial returns and concerns about operations and maintenance are the main determining factors for the mode of adoption.

Suggested Citation

  • Rai, Varun & Reeves, D. Cale & Margolis, Robert, 2016. "Overcoming barriers and uncertainties in the adoption of residential solar PV," Renewable Energy, Elsevier, vol. 89(C), pages 498-505.
    • Handle: RePEc:eee:renene:v:89:y:2016:i:c:p:498-505
    DOI: 10.1016/j.renene.2015.11.080
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0960148115304961
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.renene.2015.11.080?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. Kumbaroglu, Gürkan & Madlener, Reinhard & Demirel, Mustafa, 2008. "A real options evaluation model for the diffusion prospects of new renewable power generation technologies," Energy Economics, Elsevier, vol. 30(4), pages 1882-1908, July.
    4. Darghouth, Naïm R. & Barbose, Galen & Wiser, Ryan, 2011. "The impact of rate design and net metering on the bill savings from distributed PV for residential customers in California," Energy Policy, Elsevier, vol. 39(9), pages 5243-5253, September.
    5. Robinson, Scott A. & Rai, Varun, 2015. "Determinants of spatio-temporal patterns of energy technology adoption: An agent-based modeling approach," Applied Energy, Elsevier, vol. 151(C), pages 273-284.
    6. Bryan Bollinger & Kenneth Gillingham, 2012. "Peer Effects in the Diffusion of Solar Photovoltaic Panels," Marketing Science, INFORMS, vol. 31(6), pages 900-912, November.
    7. Drury, Easan & Miller, Mackay & Macal, Charles M. & Graziano, Diane J. & Heimiller, Donna & Ozik, Jonathan & Perry IV, Thomas D., 2012. "The transformation of southern California's residential photovoltaics market through third-party ownership," Energy Policy, Elsevier, vol. 42(C), pages 681-690.
    8. Jean-Pierre Dubé & Günter Hitsch & Pranav Jindal, 2014. "The Joint identification of utility and discount functions from stated choice data: An application to durable goods adoption," Quantitative Marketing and Economics (QME), Springer, vol. 12(4), pages 331-377, December.
    9. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
    10. Carley, Sanya, 2009. "Distributed generation: An empirical analysis of primary motivators," Energy Policy, Elsevier, vol. 37(5), pages 1648-1659, May.
    11. Iacobescu, Flavius & Badescu, Viorel, 2012. "The potential of the local administration as driving force for the implementation of the National PV systems Strategy in Romania," Renewable Energy, Elsevier, vol. 38(1), pages 117-125.
    Full references (including those not matched with items on IDEAS)

    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. De Groote, Olivier & Pepermans, Guido & Verboven, Frank, 2016. "Heterogeneity in the adoption of photovoltaic systems in Flanders," Energy Economics, Elsevier, vol. 59(C), pages 45-57.
    2. Alipour, M. & Salim, H. & Stewart, Rodney A. & Sahin, Oz, 2020. "Predictors, taxonomy of predictors, and correlations of predictors with the decision behaviour of residential solar photovoltaics adoption: A review," Renewable and Sustainable Energy Reviews, Elsevier, vol. 123(C).
    3. 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.
    4. 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).
    5. Lukanov, Boris R. & Krieger, Elena M., 2019. "Distributed solar and environmental justice: Exploring the demographic and socio-economic trends of residential PV adoption in California," Energy Policy, Elsevier, vol. 134(C).
    6. 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).
    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. Braito, Michael & Flint, Courtney & Muhar, Andreas & Penker, Marianne & Vogel, Stefan, 2017. "Individual and collective socio-psychological patterns of photovoltaic investment under diverging policy regimes of Austria and Italy," Energy Policy, Elsevier, vol. 109(C), pages 141-153.
    10. Balta-Ozkan, Nazmiye & Yildirim, Julide & Connor, Peter M. & Truckell, Ian & Hart, Phil, 2021. "Energy transition at local level: Analyzing the role of peer effects and socio-economic factors on UK solar photovoltaic deployment," Energy Policy, Elsevier, vol. 148(PB).
    11. Heiskanen, Eva & Matschoss, Kaisa, 2017. "Understanding the uneven diffusion of building-scale renewable energy systems: A review of household, local and country level factors in diverse European countries," Renewable and Sustainable Energy Reviews, Elsevier, vol. 75(C), pages 580-591.
    12. 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).
    13. Yamamoto, Yoshihiro, 2015. "Opinion leadership and willingness to pay for residential photovoltaic systems," Energy Policy, Elsevier, vol. 83(C), pages 185-192.
    14. Dong, Changgui & Sigrin, Benjamin, 2019. "Using willingness to pay to forecast the adoption of solar photovoltaics: A “parameterization + calibration” approach," Energy Policy, Elsevier, vol. 129(C), pages 100-110.
    15. 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.
    16. 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.
    17. 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.
    18. Kubli, Merla, 2018. "Squaring the sunny circle? On balancing distributive justice of power grid costs and incentives for solar prosumers," Energy Policy, Elsevier, vol. 114(C), pages 173-188.
    19. Seel, Joachim & Barbose, Galen L. & Wiser, Ryan H., 2014. "An analysis of residential PV system price differences between the United States and Germany," Energy Policy, Elsevier, vol. 69(C), pages 216-226.
    20. Kowalska-Pyzalska, Anna & Maciejowska, Katarzyna & Suszczyński, Karol & Sznajd-Weron, Katarzyna & Weron, Rafał, 2014. "Turning green: Agent-based modeling of the adoption of dynamic electricity tariffs," Energy Policy, Elsevier, vol. 72(C), pages 164-174.

    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:renene:v:89:y:2016:i:c:p:498-505. 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.journals.elsevier.com/renewable-energy .

    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.