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ACTIVE INTERFACES - Understanding consumer and investor preferences to overcome barriers for a large use of BIPV in the Swiss urban context
Type
applied research project
Start Date
01 October 2014
End Date
31 December 2018
Status
completed
Keywords
Renewable energies
solar energy
photovoltaics
building-integrated photovoltaics (BIPV)
consumer preferences
energy policy
Description
Increasing the share of new renewable energy sources, especially solar photovoltaics (PV), is an important pillar of the Swiss Energy Strategy 2050. Compared to traditional rack-mounted PV and greenfield installations, building-integrated PV (BIPV) has a number of advantages with regard to aesthetics, social acceptance and potentially cost. However, diffusion of BIPV has remained at low levels so far. In order to understand the problem and develop valid solutions, this project will focus on non-technical barriers to BIPV adoption. Qualitative and quantitative empirical research with actual and potential BIPV customers and investors, as well as key stakeholders, will identify attitudes and challenges as they are perceived by central actors in the diffusion process. The project also entails an innovative interdisciplinary collaboration between academics from management science, law, architecture and electrical engineering, leading to a high potential for a holistic problem understanding and new solutions. As a result, policy makers, businesses and other stakeholders will be informed about key barriers to market penetration of BIPV and ways to overcome them.
This research project is part of the National Research Programme "Energy Turnaround" (NRP 70) of the Swiss National Science Foundation (SNSF). Further information on the National Research Programme can be found at www.nrp70.ch.
This research project is part of the National Research Programme "Energy Turnaround" (NRP 70) of the Swiss National Science Foundation (SNSF). Further information on the National Research Programme can be found at www.nrp70.ch.
Leader contributor(s)
Member contributor(s)
Partner(s)
Swiss Federal Institute of Technology (EPFL), Lausanne
Hochschule Luzern (HSLU), Kompetenzzentrum Envelopes and Solar Energy (CC EASE)
Hochschule für Technik und Architektur Freiburg (HES-SO / EIA-FR)
Funder(s)
Topic(s)
Renewable energies
solar energy
photovoltaics
building-integrated photovoltaics (BIPV)
consumer preferences
energy policy
Method(s)
expert interviews
focus groups
conjoint analysis
choice experiments
Range
HSG Internal
Range (De)
HSG Intern
Principal
Swiss National Science Foundation (SNSF)
Division(s)
Eprints ID
235371
2 results
Now showing
1 - 2 of 2
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PublicationRed is the new blue – The role of color, building integration and country-of-origin in homeowners ’ preferences for residential photovoltaicsThe 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 articleJournal: Energy and BuildingsVolume: 162
Scopus© Citations 38 -
PublicationBeauty and the budget: A segmentation of residential solar adoptersThe transition to renewable energy supply of buildings, especially distributed solar power, is a key element of climate change mitigation. As the policy landscape is shifting and financial incentives for renewables are increasingly phased out, a nuanced understanding of homeowners' intention to install solar panels is key for reaching a broad market appeal. By analysing a dataset of 408 Swiss homeowners' stated preferences in the context of building retrofits, this paper identifies two key segments of likely solar adopters, including a premium segment preferring coloured and building integrated solar modules, and a value segment with more price-sensitive customers. Differences between likely adopters and likely non-adopters, as well as between two distinct segments of likely adopters, are investigated along sociodemographic, psychographic, and social aspects. Our analysis shows that aesthetic aspects of solar panels are key for expanding the customer base, and that likely adopters are more likely than likely non-adopters to be surrounded by neighbours, friends, and relatives who have already installed solar panels. Our results also reveal that the premium segment cares more about aesthetic aspects in general purchasing decisions and shows higher ecological concern than the value segment.Type: journal articleJournal: Ecological EconomicsVolume: 164Issue: 106353