Residential Solar Energy Adoption in a Community Context: Perceptions and Characteristics of Potential Adopters in a West Toronto Neighbourhood
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Date
2012-01-25T18:13:21Z
Authors
Sherk, Theodore
Journal Title
Journal ISSN
Volume Title
Publisher
University of Waterloo
Abstract
In the summer of 2007, a single neighbourhood in downtown Toronto contributed at
least 13 percent of all residential grid‐tie solar photovoltaic (PV) systems sold in the
Canadian province of Ontario. On average, PV purchaser households produced 37
percent as much electricity as they consumed.
This research investigates solar energy adoption in a community case study. Specifically,
it investigates why some residents who sign up for a solar resource assessment through
a community solar energy initiative (CSEI) decide to purchase, and others decide not to
purchase in the short‐term. Characteristics and perceptions of potential adopters are
analyzed to better understand their motivations and barriers to adoption.
Community energy projects became an official public policy goal in Ontario, with the
passing of the Green Energy and Green Economy Act in 2009. Approximately 80 percent
of Ontario’s anticipated generation capacity will need to be built, replaced or
refurbished within 15 years. In this context, the Ontario Ministry of Energy, Ontario
Power Authority, and Deloitte (one of Canada’s leading professional services firms),
have partnered with a ‘green benefit’ fund, the Community Power Fund, to help local
community groups access resources to develop and establish renewable energy
projects. Understanding solar energy adoption in a community context is therefore
important to improve the effectiveness of such policies, including the disbursement of
multi‐million dollar grant funds.
Differences between purchasers and non‐purchasers in respect of adoption behaviour
were found in this study to cluster around two general themes. The first theme
concerns differences in compatibility of both the concept of solar energy systems, and
their physical attributes, with characteristics of potential adopter households. Some
compatibility issues are straightforward, e.g. availability of roof space with a southern
orientation. Others are more complex, involving several interrelated perceptual and
socio‐demographic factors. For instance, while both purchasers and non‐purchasers
rated cost as a very important barrier, purchasers rated the motivation of solar energy
systems to reduce climate change higher relative to the barrier of high financial costs
than did non‐purchasers. Purchasers were also more likely to possess a graduate
degree, while non‐purchasers were more likely to hold a professional degree.
The second general theme relates to potential adopters’ trust and stake in the ability of
the community‐based initiative to reduce barriers in the adoption process. Since two
types of solar energy systems are considered in the case study—PV and thermal (hot
water)—differences are explored between each of three respondent groups: solar PV
purchasers, solar hot water (SHW) purchasers, and non‐purchasers.
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Surveys were used to gather data on adopter perceptions and characteristics. A
participatory research design helped identify the research topic. Two main bodies of
literature—community‐based social marketing (CBSM) and diffusion of innovations
theory—were drawn upon to conceptualize the adoption process and interpret the
survey findings. These include five models of human behaviour that can be used to
guide the design of CBSM campaigns. Diffusion theory was used as a basis for discussing
‘perceived innovation attributes’. The study takes an integrated approach by
considering both social and technical aspects of solar energy adoption, together with
the issues of fuel substitution and household electricity demand.
Description
Keywords
community solar energy, diffusion of innovations, toronto, integrated, social, technical, sustainable energy, renewable energy, community-based social marketing, CBSM, diffusion of innovations theory, DOI, integrated research, integrated management, participatory research, mixed methods, quantitative, qualitative, residential solar energy, photovoltaic, photovoltaics, solar hot water, domestic solar hot water systems, residential solar PV, community energy, community power, ecological reform, case study, Ontario, Greater Toronto Area, feed-in tariff, renewable energy standard offer program, RESOP, electrical utility data, Our Power, Toronto Renewable Energy Co-operative, electricity system, distributed energy, distributed renewable energy