Cash vs. solar power: An experimental investigation of the remuneration-related design of community solar offerings

Item Type Journal paper
Abstract

This paper investigates the effect of two different community solar remuneration models on the overall willingness to buy of Swiss electricity customers (n=496). Based on practical observation, the two main remuneration models that dominate today’s implementation landscape for community solar were identified. The first of the former delivers solar power directly from community solar plants, while the second delivers financial compensation instead of solar power. A between-subject-design experiment applying pro-environmental behavior as approximation for intrinsic motivation demonstrated that remuneration schemes which avoid mentioning financial benefits and instead compensate customers with the solar power are particularly attractive to green electricity customers who have higher intrinsic motivation to consume pro-environmental electricity. Offering financial benefits may even discourage these customers from participating in community solar. On the other hand, offering financial benefits appeals to default electricity customers whose intrinsic motivation for pro-environmental behavior is too weak to trigger a reaction to the ecological and local benefits of community solar alone. When designing policies around community solar or implementing community solar projects, policy makers and practitioners should thus carefully analyze the customer base and its composition in order to match remuneration schemes to customer preferences.

Authors Stauch, Alexander & Gamma, Karoline
Journal or Publication Title Energy Policy
Language English
Subjects business studies
social sciences
HSG Classification contribution to practical use / society
Refereed Yes
Date January 2020
Publisher Elsevier
Place of Publication Online
Volume 138
ISSN 0301-4215
Publisher DOI https://doi.org/10.1016/j.enpol.2019.111216
Official URL https://www.sciencedirect.com/science/article/pii/...
Contact Email Address alexander.stauch@unisg.ch
Depositing User Alexander Stauch
Date Deposited 03 Mar 2020 13:19
Last Modified 01 May 2020 09:03
URI: https://www.alexandria.unisg.ch/publications/259612

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Citation

Stauch, Alexander & Gamma, Karoline (2020) Cash vs. solar power: An experimental investigation of the remuneration-related design of community solar offerings. Energy Policy, 138 ISSN 0301-4215

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https://www.alexandria.unisg.ch/id/eprint/259612
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