Here comes the sun: social acceptability of solar photovoltaics in New Zealand.

Abstract

Aotearoa is in a globally unique position regarding its high level of renewable electricity generation. However, increased demand has led to greater pressure to diversify green energies and increase infrastructure capacity. To date, photovoltaics has received relatively low uptake, particularly in the residential market. Consumer behaviour has been changing with individuals becoming increasingly climate conscious, making purchase decisions that consider the triple bottom line. This study seeks to understand consumer attitudes and social acceptability of photovoltaics. It also investigates what incentives might encourage greater uptake of photovoltaics in Aotearoa. To explore this, we surveyed 517 individuals from across New Zealand. The results show that information practices have a direct impact on social acceptability, while also being mediated by perceived risks and perceived benefits. However, there was no significant support for the role of emotions in influencing social acceptability. An explorative analysis of possible purchase incentives revealed free installation to be the most attractive consumer purchase incentive, whilst annual rebates are considered the least attractive. This highlights the opportunity for policymakers and corporate actors to engage in information campaigns and incentive programmes to inform consumers and remove barriers to photovoltaic technology adoption.