Communicating the Values and Benefits of Home Solar Prosumerism

Daniel Wuebben and Jens Peters
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Daniel Wuebben: Ciberimaginario Group, Department of Communication and Sociology, University Rey Juan Carlos, 28933 Madrid, Spain

Energies, 2022, vol. 15, issue 2, 1-19

Abstract: Clearly and accurately communicating the economic, environmental, and social benefits of solar PV prosumerism poses significant challenges. Previous research shows that government policies and public engagement campaigns can positively impact solar prosumerism; however, little is known about the quality and accuracy of information exchanged between rooftop solar installers and potential prosumers. This study addresses part of this gap with a mixed methods approach. First, a multimodal discourse analysis of installation proposals from seven home solar installers in Madrid shows accurate and reasonable financial benefits alongside incongruent social and environmental benefits. Second, the calculated efficiency of the seven proposed solar installations is compared with the efficiency of four different PVSC solar arrays using actual load and generation profiles. The results show that (i) the high variability of actual household demand on the minute-by- minute level significantly decreases self-consumption rate and profitability in comparison with the rates estimated using hourly or monthly, and (ii) the grouping of households into solar communities should significantly increase self-consumption and profitability. Therefore, using minute by minute time series in home solar estimations would reveal an added value and social benefit that is commonly overlooked. We conclude with recommendations for future research and multimodal communication campaigns that balance benefits of individual prosumerism and community solar.

Keywords: photovoltaics; prosumerism; self-consumption; economic assessment; marketing; time series; multimodal discourse analysis (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: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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