Why Do Consumers Choose Photovoltaic Panels? Identification of the Factors Influencing Consumers’ Choice Behavior regarding Photovoltaic Panel Installations

Magdalena Grębosz-Krawczyk, Agnieszka Zakrzewska-Bielawska, Beata Glinka and Aldona Glińska-Neweś
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Magdalena Grębosz-Krawczyk: Department of European Integration and International Marketing, Faculty of Management and Production Engineering, Lodz University of Technology, 90-924 Lodz, Poland
Agnieszka Zakrzewska-Bielawska: Department of Management, Faculty of Management and Production Engineering, Lodz University of Technology, 90-924 Lodz, Poland
Beata Glinka: Department of Entrepreneurship and Management Systems, Faculty of Management, University of Warsaw, 02-678 Warszawa, Poland
Aldona Glińska-Neweś: Department of Organizational Behavior and Marketing, Faculty of Economic Sciences and Management, Nicolaus Copernicus University in Toruń, 87-100 Toruń, Poland

Energies, 2021, vol. 14, issue 9, 1-20

Abstract: Renewable energy sources help in decreasing negative environmental impacts and in reducing energy-import dependency. Among all renewable energy segments, photovoltaic panel (PV) installations are one of the fastest-growing. Growing concern about climate change, as well as public policies promoting the development of PV installations, have changed consumers’ behaviors and attitudes. This study uses the theory of consumption values to identify factors influencing consumers’ choice behavior regarding photovoltaic panel installations. There is little research on consumers’ perception of value related to green energy in Poland, especially in the case of photovoltaic panels. We fill this cognitive gap by testing an extended green consumption values model that includes functional, social, emotional, conditional, epistemic, and environmental values. The research was conducted on 250 Polish consumers using a self-administered questionnaire as the research tool. The results of structural equation modeling showed that only functional value and environmental value had a positive impact on consumers’ choice behavior toward photovoltaic panels. Photovoltaic panel installations are an important investment for Polish households; however, our research results showed that consumers are able to pay for high quality, environmental protection, and future savings. Individuals’ environmentally positive attitude related to environmental concern, environmental knowledge, and responsibility was the strongest determinant of adopting photovoltaic panel installations. New findings concerning Polish consumers’ behaviors can provide references for other countries, especially in Central and Eastern Europe. Our results can be useful for marketing managers and policy marketers in developing strategies concerning the successful promotion of the installation of photovoltaic panels in European countries.

Keywords: theory of consumption values; green energy; photovoltaic panels; consumers’ behavior; functional value; environmental value (search for similar items in EconPapers)
JEL-codes: Q Q0 Q4 Q40 Q41 Q42 Q43 Q47 Q48 Q49 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

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