Opinion leadership and willingness to pay for residential photovoltaic systems

Yoshihiro Yamamoto

Energy Policy, 2015, vol. 83, issue C, 185-192

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.

Keywords: Residential photovoltaic system; Diffusion; Opinion leadership; Willingness to pay; Questionnaire survey (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0301421515001561
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:enepol:v:83:y:2015:i:c:p:185-192

DOI: 10.1016/j.enpol.2015.04.014

Access Statistics for this article

Energy Policy is currently edited by N. France

More articles in Energy Policy from Elsevier
Bibliographic data for series maintained by Catherine Liu ().