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From vague interest to strong intentions to install solar panels on private homes in the North – an analysis of psychological drivers
Renewable Energy ( IF 8.7 ) Pub Date : 2021-03-01 , DOI: 10.1016/j.renene.2020.11.034
Sigurd Hilmo Lundheim , Stepan Vesely , Alim Nayum , Christian A. Klöckner

Abstract Solar panels have not seen the same widespread adoption in the Nordic countries as in the rest of Europe. The aim of the paper is to investigate how house owners that have already expressed some interest in solar panels form an intention to become pilot customers in an innovative scheme to install solar panels. The main theoretical perspective for the analysis is the Theory of Planned Behaviour, expanded by descriptive norms and innovativeness as a personality trait. The data was collected using an online survey, and data from 577 participants was analysed. The sample consists of individuals that took an active step towards installing solar panels on their residence by responding to a call from a local energy provider. The results show that perceived behavioural control has the biggest influence on intention. Moreover, being innovative influences intention positively while being sceptical to innovation has a negative effect. Attitudes, however, have only marginally significant impact on intention in this target group. The results from this paper can provide suggestions for shaping pro-solar panel messages toward the target group of people positive to solar panels but not yet decided to install.

中文翻译:

从模糊的兴趣到强烈的在北方私人住宅安装太阳能电池板的意图——心理驱动因素分析

摘要 太阳能电池板在北欧国家并没有像在欧洲其他地区那样被广泛采用。该论文的目的是调查已经对太阳能电池板表示出兴趣的房主如何形成一种意图,成为安装太阳能电池板的创新计划的试点客户。分析的主要理论视角是计划行为理论,通过描述性规范和作为人格特质的创新性进行了扩展。数据是使用在线调查收集的,并分析了 577 名参与者的数据。该样本包括通过响应当地能源供应商的电话,采取积极措施在其住所安装太阳能电池板的个人。结果表明,知觉行为控制对意图的影响最大。而且,创新对意向产生积极影响,而对创新持怀疑态度则会产生负面影响。然而,态度对这个目标群体的意图只有轻微的显着影响。本文的结果可以提供建议,以针对对太阳能电池板持积极态度但尚未决定安装的目标群体塑造支持太阳能电池板的信息。
更新日期:2021-03-01
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