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Green innovations: The organizational setup of pilot projects and its influence on consumer perceptions

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  • Grimm, Veronika
  • Kretschmer, Sandra
  • Mehl, Simon

Abstract

Pilot-, test- and demonstration-projects (PTDs) are a prominent policy tool to promote the adoption of smart, green technologies. However, as technology adoption is heavily dependent on the individual attributes and beliefs of potential adopters, it is important to understand the influence of a PTD's organizational setup on technology perception. By varying the information about a PTD's organizational setup in a survey experiment among a selected sample of potential PTD-participants, we gather first experimental evidence for the effect of different setups on the perception of green technologies. We show that the organizational setup has a significant impact on a product's perceived contribution to the energy transition, its establishment in the market, cost-reduction potential, innovativeness and environmental friendliness. In particular, full organizational cooperation between government, university and industry consistently improves perceptions compared to a partial setup. Regarding the willingness to participate in a PTD, we find that communication and support are the most imperative aspects and even more important than economic benefits. Our findings provide policy-makers with a more ample foundation on how PTDs should be designed to successfully transfer technologies to the market.

Suggested Citation

  • Grimm, Veronika & Kretschmer, Sandra & Mehl, Simon, 2020. "Green innovations: The organizational setup of pilot projects and its influence on consumer perceptions," Energy Policy, Elsevier, vol. 142(C).
  • Handle: RePEc:eee:enepol:v:142:y:2020:i:c:s030142152030224x
    DOI: 10.1016/j.enpol.2020.111474
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