Alexander Stauch
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Title
Dr.
Last Name
Stauch
First name
Alexander
Email
alexander.stauch@unisg.ch
Phone
+41 71 224 3346

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  • Publication
    Talking Cash or Talking Environment? Target-group specific communication of community solar offerings
    ( 2018-10-07)
    Stauch, Alexander
    This research investigates the role of emphasizing financial benefits in communication strategies for community solar offers. While the current literature suggests, based on motivational crowding-out theory, that emphasizing the extrinsic benefits of a behavior undertaken due to intrinsic motivation impacts such behavior negatively, this article finds evidence for the opposite effect. To examine the effect of emphasizing extrinsic benefits on customers’ willingness to subscribe to community solar, an experimental study that included a pre-test was designed. The pre-test (N=59) was conducted in a laboratory setting using eye-tracking and survey measurements. The main study was conducted online with Swiss electricity customers (N=195). In both samples, no statistical evidence for a motivational crowding-out effect was identified when financial benefits were emphasized. In contrast, in both samples specific customer segments were identified that responded positively when financial benefits were emphasized (i.e. their willingness to subscribe to community solar increased significantly). As a result, this article suggests different options for customer-segment-based communication strategies to maximize overall willingness to subscribe to community solar in the long term.
    Type: conference speech
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/99963
  • Publication
    Financial participation as an opportunity to increase the overall acceptance of wind energy projects?
    ( 2018-09-06)
    Vuichard, Pascal
    ;
    Dällenbach, Nathalie
    ;
    Stauch, Alexander
    This research paper describes the effect of different financial participation models for wind energy projects on the social acceptance for the project. Based on the configuration of three different financial participation models, tested in a pre-study with several industry experts, we conducted an experimental survey with a representative sample of Swiss electricity customers (N=1202). Our results indicate that a local resource tax that benefits the entire community is favored over individual financial participation models, namely the opportunity for local citizens to participate through shares or bonds. For important key stakeholders such as riskaverse people or people with a politically centre progressive mindset, the local resource tax leads to a significant increase in acceptance. As findings on specific financial participation models for wind energy projects are rare, our research creates an important foundation for policy makers and project developers to facilitate social acceptance of wind energy projects on a local community level.
    Type: conference speech
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/100058