Stefanie Hille
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Dr.oec.
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Hille
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Stefanie

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  • Publication
    Shotgun or snowball approach? Accelerating the diffusion of rooftop solar photovoltaics through peer effects and social norms
    (Electronic preprint / Working Paper submitted for publication, )
    Curtius, Hans Christoph
    ;
    Hille, Stefanie
    ;
    Berger, Christian
    ;
    Hahnel, Ulf
    ;
    Wüstenhagen, Rolf
    In the last decade, feed-in tariffs have been the method of choice for policymakers trying to accelerate the diffusion of solar photovoltaics (PV). Despite the overall effectiveness of feed-in tariffs, actual adoption rates have shown surprising regional differences, pointing to the presence of peer influence and regional spillover effects. For future diffusion of photovoltaics, understanding these social influences on the decision to adopt is key. Several studies have used revealed preference approaches to discern peer effects in PV adoption, proving their existence but leaving open questions about underlying psychological mechanisms. We close this gap by conducting a survey among potential PV adopters in one of the top three fastest-growing European solar markets and find that two types of social norms, descriptive and injunctive norms and their underlying interplay, play an important role in explaining PV adoption decision and diffusion patterns. Our findings have significant policy implications – as an alternative to following the shotgun approach of uniform nationwide incentives, policymakers should consider inducing snowball effects by facilitating the creation of regional hot spots. Such programs, which may be supported through co-investments between federal and local authorities, would effectively complement existing policy approaches.
    Type: journal article
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/116428
  • Publication
    Red is the new blue – The role of color, building integration and country-of-origin in homeowners​' preferences for residential photovoltaics
    (Electronic preprint / Working Paper submitted for publication, )
    Hille, Stefanie
    ;
    Curtius, Hans Christoph
    ;
    Wüstenhagen, Rolf
    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. We investigate the extent to which financial and non-financial factors drive homeowners’ preferences for PV in Switzerland. In addition, we estimate the price premium that homeowners are willing to pay for building-integrated PV (BIPV) versus rack-mounted PV. By conducting an adaptive choice-based conjoint (ACBC) with a representative sample of Swiss homeowners planning to undertake a roof renovation project, 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. The results also reveal that the color and country of origin of the PV modules are the main drivers for increasing share of preference for PV. We further show that certain forms of governmental support to increase energy savings over a longer period (e.g. feed-in tariffs), provided that they are transparently disclosed over an aggregated time frame, would be almost equally effective in spurring demand for PV as one-off grants to lower investment costs. Implications for energy policy and marketing are discussed.
    Type: journal article
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/116427
  • Publication
    Red is the new blue – The role of color, building integration and country-of-origin in homeowners ’ preferences for residential photovoltaics
    (Elsevier Science, 2018-03)
    Hille, Stefanie
    ;
    Curtius, Hans Christoph
    ;
    Wüstenhagen, Rolf
    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.
    Type: journal article
    Journal: Energy and Buildings
    Volume: 162
    URL: http://www.sciencedirect.com/science/article/pii/S0378778817303298
    DOI: 10.1016/j.enbuild.2017.11.070
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/100704
    Scopus© Citations 38