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Consumer awareness in the adoption of microgeneration technologies: An empirical investigation in the Republic of Ireland

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  • Claudy, Marius C.
  • Michelsen, Claus
  • O'Driscoll, Aidan
  • Mullen, Michael R.

Abstract

Despite major policy and marketing efforts, the uptake of microgeneration technologies in most European countries remains low. Whereas most academic studies and policy reports aim to identify the underlying reasons why people buy these new technologies, they often fail to assess the general level of consumer awareness. The process of adopting an innovation, however, shows that awareness is a prerequisite which needs to be understood before adoption can be addressed. This paper takes a closer look at awareness of microgeneration and presents the results from a nationally representative study conducted in the Republic of Ireland. Findings from logistic regressions clearly indicate that awareness varies significantly between the individual technologies and customer segments. The paper concludes with implications for policy makers and marketers aiming to promote microgeneration technologies in consumer markets.

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Bibliographic Info

Article provided by Elsevier in its journal Renewable and Sustainable Energy Reviews.

Volume (Year): 14 (2010)
Issue (Month): 7 (September)
Pages: 2154-2160

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Handle: RePEc:eee:rensus:v:14:y:2010:i:7:p:2154-2160

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Keywords: Diffusion Innovation Consumer awareness Microgeneration Ireland;

References

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  1. Nomura, Noboru & Akai, Makoto, 2004. "Willingness to pay for green electricity in Japan as estimated through contingent valuation method," Applied Energy, Elsevier, vol. 78(4), pages 453-463, August.
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Cited by:
  1. Baskaran, Ramesh & Managi, Shunsuke & Bendig, Mirko, 2013. "A public perspective on the adoption of microgeneration technologies in New Zealand: A multivariate probit approach," Energy Policy, Elsevier, vol. 58(C), pages 177-188.
  2. Gabriella Doci & Eleftheria Vasileiadou, 2014. "“Let’s do it ourselves”: Individual motivations for investing in renewables at community level," Working Papers 14-08, Eindhoven Center for Innovation Studies, revised Mar 2014.

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