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Residential solar electricity adoption: how households in Sweden search for and use information
Lund Univ, IIIEE, Box 196, SE-22100 Lund, Sweden..
KTH, School of Electrical Engineering and Computer Science (EECS), Media Technology and Interaction Design, MID. KTH, School of Computer Science and Communication (CSC), Centres, School of Architecture and the Built Environment (ABE), Centres, Centre for Sustainable Communications, CESC, Green Leap.ORCID iD: 0000-0002-7662-9687
2018 (English)In: Energy, Sustainability and Society, ISSN 2192-0567, Vol. 8, no 1, article id 14Article in journal (Refereed) Published
Abstract [en]

Background: As a renewable energy solution, photovoltaics (PVs) are crucial in the transition to a more sustainable energy system. Besides large PV installations, household adoption of PVs will be an important contribution to this transition. However, the adoption of PVs on a household level faces many barriers, with gathering and understanding information being one of the major barriers. The aim of this article is to do an in-depth analysis of how households search for and interpret information about PVs and to discuss how to reach different groups with information. Methods: The results in this paper are based on three interview studies made between autumn 2013 and autumn 2016. In the first interview study, seven non-adopters of photovoltaics were interviewed. In the second study, seven adopters of photovoltaics were addressed. In the third study, a total of 44 households were interviewed, with a mix of non-adopters and adopters. In total, 58 households were interviewed. Results: From the interviews, we developed four ideal types for PV adoption. The non-adopters use few sources of information, find the information complicated, and have a tendency to emphasize barriers rather than enablers for PV adoptions. The environmentally engaged adopters search a lot of information but find it difficult to know when they have enough or the right information. They also find information too technical and complicated and find it hard to compare quotes. The professionally skilled group easily accesses information but also experienced problems in comparing quotes and are critical to that many problems occur during the installation process. The accidental adopters more or less happen to get a PV system and needed little information. They usually took the offer from the provider first met. Conclusions: We can conclude that when dividing the households into different ideal types, it is possible to detect what kind of information measures different groups need. To get a future increase of the number of installed PVs, it is important to develop different measures in parallel, to meet the needs from the different groups.

Place, publisher, year, edition, pages
Springer Berlin/Heidelberg, 2018. Vol. 8, no 1, article id 14
Keywords [en]
Photovoltaics, Adopter, Households, Prosumers, Ideal type, Adoption process, Information, Peer effect
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-228262DOI: 10.1186/s13705-018-0156-1ISI: 000431715000001Scopus ID: 2-s2.0-85046679557OAI: oai:DiVA.org:kth-228262DiVA, id: diva2:1209540
Funder
Swedish Energy Agency, 37511-1 and 37010-1
Note

QC 20180523

Available from: 2018-05-23 Created: 2018-05-23 Last updated: 2018-06-12Bibliographically approved

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Eriksson, Elina

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