What is it about?
The future success of rooftop PV relies on government incentives and marketing strategies designed to improve consumers’ benefit perception. The present study aimed to examine the relationship among personal traits (including environmental concern, an ecological lifestyle, and consumer innovativeness), psychological benefits (including a warm glow and a “nature experience”), attitudes toward rooftop PV, government incentives, and intentions to install rooftop PV.
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Why is it important?
The results show that an ecological lifestyle, consumer innovativeness, and warm glow affect rooftop PV installation intention through the attitude toward rooftop PV. Moreover, government incentives have the strongest influence on this intention. This study integrates personal traits, psychological benefits, attitudes toward rooftop PV, government incentives, and intentions to install rooftop PV in a model from the consumer perception theory perspective; it expands the theory regarding planned behavior in the solar PV research field.
Perspectives
Solar energy is a clean energy resource and has become a feasible option to replace some fossil fuels to a certain degree. I hope this article makes contribution towards decreasing global emissions and increasing environmental protection.This research provides suggestions for government policymakers and offers a strong theoretical and practical framework for PV industry marketers. Let us step forward with a cleaner earth.
Mr Hsien-Long Huang
Tatung University
Read the Original
This page is a summary of: Consumer attitude and purchase intention toward rooftop photovoltaic installation: The roles of personal trait, psychological benefit, and government incentives, Energy & Environment, January 2018, SAGE Publications,
DOI: 10.1177/0958305x17754278.
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