Social Influence Throughout the Photovoltaic Adoption Process - Exploring the Impact of Stakeholder Perceptions

Fabian Scheller, Sören Graupner, Ames Edwards, Simon Johanning, Claire Bergaentzlé and Thomas Bruckner ()
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Thomas Bruckner: Energy Economics and System Analysis, Division of Sustainability, Department of Technology, Technical University of Denmark, Denmark

Energy RESEARCH LETTERS, 2023, vol. 3, issue 4, 1-8

Abstract: This paper explores the role of social interactions in residential photovoltaic (PV) adoption. Our survey data from Germany indicate that residential PV decision makers are influenced primarily by stakeholders to whom they ascribe beneficial attributes. The data further show that key attributes vary along the decision making process: integrity and likeability demonstrate the strongest association with influence strength at the awareness stage, while availability and trustworthiness have the strongest association at the planning stage. The perception of the competence of the stakeholder is associated with greater influence across all stages.

Keywords: Photovoltaic adoption process; social influence; stakeholder perceptions (search for similar items in EconPapers)
JEL-codes: G14 G32 (search for similar items in EconPapers)
Date: 2023
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