Red is the new blue – The role of color, building integration and country-of-origin in homeowners ’ preferences for residential photovoltaics

Item Type Journal paper
Abstract

The wider diffusion of solar photovoltaics (PV) is crucial to lower the environmental impact of the residential sector, which is responsible for a large share of energy consumption in many industrialized countries, including Switzerland. By conducting an adaptive choice-based conjoint (ACBC) with a representative sample of Swiss homeowners planning to undertake a roof renovation project, we investigate the extent to which financial and non-financial factors drive homeowners’ preferences for PV in Switzerland. We reveal that the color and country of origin of the PV modules are the main drivers for increasing share of preference for PV. In addition, we estimate the price premium that homeowners are willing to payfor building-integrated PV (BIPV) versus rack-mounted PV. We find a premium in willingness to pay of 21.79% for a roof with a BIPV installation in comparison with a rack-mounted PV installation. We further show that an increase in revenues from electricity sales (e.g. via feed-in tariffs), when transparently disclosed over an aggregated time frame, would be almost equally effective in spurring demand for PV as a decrease of initial investment costs (e.g. via one-off investment grants). Implications for energy policy and marketing are discussed.

Authors Hille, Stefanie; Curtius, Hans Christoph & Wüstenhagen, Rolf
Projects Wüstenhagen, Rolf; Hille, Stefanie Lena & Curtius, Hans (2014) ACTIVE INTERFACES - Understanding consumer and investor preferences to overcome barriers for a large use of BIPV in the Swiss urban context [applied research project]
Journal or Publication Title Energy and Buildings
Language English
Subjects business studies
Institute/School ?? SoM Pr Inst ??
IWOE - Institute for Economy and the Environment
?? STUDENT ??
?? Inst IWÖ RW ??
?? SNF: 407040 ??
University of St.Gallen
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date January 2018
Publisher Elsevier
Volume 162
Page Range 21-31
Number of Pages 11
ISSN 0378-7788
Publisher DOI https://doi.org/10.1016/j.enbuild.2017.11.070
Official URL http://www.sciencedirect.com/science/article/pii/S...
Contact Email Address rolf.wuestenhagen@unisg.ch
Depositing User Prof. Dr. Rolf Wüstenhagen
Date Deposited 09 Jan 2018 11:35
Last Modified 22 Feb 2018 01:21
URI: https://www.alexandria.unisg.ch/publications/253227

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Citation

Hille, Stefanie; Curtius, Hans Christoph & Wüstenhagen, Rolf (2018) Red is the new blue – The role of color, building integration and country-of-origin in homeowners ’ preferences for residential photovoltaics. Energy and Buildings, 162 21-31. ISSN 0378-7788

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https://www.alexandria.unisg.ch/id/eprint/253227
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