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Willingness to pay for residential PV: reconciling gaps between acceptance and adoption

Khuong, Phuong M.; Scheller, Fabian; McKenna, Russell; Keles, Dogan; Fichtner, Wolf

Abstract:
Photovoltaic (PV) has recorded an impressive development in the last years. The increasing economic potential and further technological improvement will continue to reduce the cost of PV. However, it is not yet well adopted by household customers. Adversely, there is lacking empirical evidence for understanding residential PV adoption behaviour, which this study addresses with empirical research. Although a variety of models can be used to explain social acceptance (SA) and willingness to pay (WTP) for renewable energy, they overlook the connection between SA and WTP in the final purchase decision of a decision-maker. Based on a survey of both SA and WTP in the same observation sample of 2039 Vietnamese residents, this study introduces well-established models with a new linking psychological and economic aspects to measure multiple outcomes involving residential PV behaviours to testing hypotheses with no precedent in the literature. The theoretical and integrative moderated mediation models help to understand residential PV behaviour and suggest solutions for development by revealing how different factors affect SA and WTP in different manners. ... mehr

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Volltext §
DOI: 10.5445/IR/1000124530
Veröffentlicht am 13.10.2020
Cover der Publikation
Zugehörige Institution(en) am KIT Institut für Industriebetriebslehre und Industrielle Produktion (IIP)
Publikationstyp Forschungsbericht/Preprint
Publikationsjahr 2020
Sprache Englisch
Identifikator ISSN: 2196-7296
KITopen-ID: 1000124530
Verlag KIT, Karlsruhe
Umfang 34 S.
Serie Working Paper Series in Production and Energy ; 46
Schlagwörter Developing country, Willingness to pay, Social acceptance, Residential photovoltaic
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