Browsing by Author "Faiers, Adam"
Now showing 1 - 2 of 2
Results Per Page
Sort Options
Item Open Access Consumer Attitudes Towards Domestic Solar Power Systems(Elsevier, 2006-09) Faiers, Adam; Neame, CharlesThe success of the UK policy to reduce carbon emissions is partly dependent on the ability to persuade householders to become more energy efficient, and to encourage installation of domestic solar systems. Solar power is an innovation in the UK but the current policy of stimulating the market with grants is not resulting in widespread adoption. This case study, using householders in central England, investigates householder attitudes towards characteristics of solar systems and identifies some of the barriers to adoption. The study utilises Diffusion of Innovations theory to identify attitudes towards system attributes, and isolates the characteristics that are preventing a pragmatic ‘early majority’ from adopting the technology. A group of ‘early adopters’, and a group of assumed ‘early majority’ adopters of solar power were surveyed and the results show that overall, although the ‘early majority’ demonstrate a positive perception of the environmental characteristics of solar power, its financial, economic and aesthetic characteristics are limiting adoption. Differences exist between the two groups showing support for the concept of a ‘chasm’ between adopter categories after Moore (Crossing the Chasm: Marketing and Selling High-tech Products to Mainstream Customers, second ed. Harper Perennial, New York). However, if consumers cannot identify the relative advantage of solar power over their current sources of power, which is supplied readily and cheaply through a mains system, it is unlikely that adoption will follow. Recommendations concerning the marketing and development of solar products are identified.Item Open Access Understanding the adoption of solar power technologies in the UK domestic sector(Cranfield University, 2009-05) Faiers, Adam; Neame, Charles; Cook, MatthewThe aim of this thesis was to provide new insights into the adoption of solar power technologies. Policy has identified solar technologies capable of providing domestic carbon reductions but limitations such as high capital costs and poor productivity are preventing widespread adoption. The research problem was that neither the attitudes of householders to the technology, nor their adoption decision processes had previously been investigated. If these could be understood, policy interventions might be more effective. This research presents previously unseen adoption curves for solar power systems, which by volume are less significant than conventional energy efficiency technologies, but the ‘S’ curve shows a rate of adoption similar to insulation and boiler systems. In addition, this research presents a comprehensive set of constructs that householders use as heuristics in their decision making process. These constructs were used in a survey of householders that showed both innovative and pragmatic tendencies in order to gain insight to their attitudes towards the systems. The results of this survey highlighted that adopters are mostly positive to solar power systems, especially the environmental aspects. However, on aesthetic, operational and financial issues, the responses indicated less positive attitudes by the ‘pragmatic’ majority. The survey confirmed the presence of a previously theorised ‘chasm’ that demonstrated significant differences between earlier and later adopters. This highlighted seven aspects of the technology that developers should consider, and also a difference in the decision making process followed by the two sets of adopters. Policy insights are discussed in relation to this.