Which promotion policy can drive people to install residential rooftop PV systems? -An empirical study based on TAM model

Abstract

To test the effect and path of the current rooftop photovoltaic (PV) policy in China, this study collected 659 samples from Urumqi through a questionnaire survey. The ABC model was combined with the TAM model to test the effects of four policies: guiding policy, positive incentive, negative incentive, and supportive policy. It is found that supportive policies may stimulate the willingness of residents to install residential PV. These policies are followed by negative incentives, positive incentives, and guiding policies, among which the most critical variable is perceived usefulness (PU). In Urumqi and other places where roof photovoltaic is not popular, the above conclusions can be applied to the promotion policy of roof photovoltaic. Specifically, carrying out rooftop PV promotion in such areas, determining the technical standards and after-sales guarantee of rooftop PV equipment through supportive policies, and cooperating with negative incentive policies such as carbon tax, will achieve a higher promotion effect than the use of positive incentive policies such as subsidies and publicity demonstration policies.