Perceptions of domestic solar systems : a study on non-adopter views of a new technology

Abstract: The world is currently facing a huge severe challenge in handling the issue of climate change. One of the ways to lower the green house gas emissions, which is seen as one of the main contributor to the climate crisis, is to use renewable technologies such as for example photovoltaic (PV) systems. PV-systems are also suitable for so called micro production, small scale energy production facilities, since it can be placed on practically any rooftop with the right solar conditions. In Sweden the usage of PV-systems has not yet gotten any wider spreading, even though the solar radiation conditions are very similar to countries that produce a lot of solar energy, as for example Germany. The aim of this paper is to describe non-adopter perceptions of PV-systems. The study holds a qualitative approach using deep interviews for data collection. Theoretical framework used is Rogers (2003) diffusion of innovations, and the innovation characteristics of relative advantage, complexity, compatibility, observability and trailability. The main findings is that the relative advantage is perceived as negative in terms of finances, but that some of the respondents overestimates the payback times as well as stated payback times that are well within the price levels of today when getting the questions of what levels that would make them seriously interested in getting a PV-system. Further, PV-systems are generally seen as an environmental friendly technology, which is positive for the relative advantage attribute, but with some of the respondents raising doubts about the actual environmental benefits by a life cycle approach. A finding in this study is also that PV-systems are seen as being very easy to use, which indicates a positive view of the characteristic of complexity.