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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.

Suggested Citation

  • Claudy, Marius C. & Michelsen, Claus & O'Driscoll, Aidan & Mullen, Michael R., 2010. "Consumer awareness in the adoption of microgeneration technologies: An empirical investigation in the Republic of Ireland," Renewable and Sustainable Energy Reviews, Elsevier, vol. 14(7), pages 2154-2160, September.
  • Handle: RePEc:eee:rensus:v:14:y:2010:i:7:p:2154-2160
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Allan, Grant & Eromenko, Igor & Gilmartin, Michelle & Kockar, Ivana & McGregor, Peter, 2015. "The economics of distributed energy generation: A literature review," Renewable and Sustainable Energy Reviews, Elsevier, vol. 42(C), pages 543-556.
    2. Anna Kowalska-Pyzalska, 2015. "Social acceptance of green energy and dynamic electricity tariffs - a short review," HSC Research Reports HSC/15/07, Hugo Steinhaus Center, Wroclaw University of Technology.
    3. Zhai, Pei & Williams, Eric D., 2012. "Analyzing consumer acceptance of photovoltaics (PV) using fuzzy logic model," Renewable Energy, Elsevier, vol. 41(C), pages 350-357.
    4. Jimenez, Maritza & Franco, Carlos J. & Dyner, Isaac, 2016. "Diffusion of renewable energy technologies: The need for policy in Colombia," Energy, Elsevier, vol. 111(C), pages 818-829.
    5. repec:eee:rensus:v:82:y:2018:i:p3:p:3570-3581 is not listed on IDEAS
    6. Toka, Agorasti & Iakovou, Eleftherios & Vlachos, Dimitrios & Tsolakis, Naoum & Grigoriadou, Anastasia-Loukia, 2014. "Managing the diffusion of biomass in the residential energy sector: An illustrative real-world case study," Applied Energy, Elsevier, vol. 129(C), pages 56-69.
    7. Balcombe, Paul & Rigby, Dan & Azapagic, Adisa, 2013. "Motivations and barriers associated with adopting microgeneration energy technologies in the UK," Renewable and Sustainable Energy Reviews, Elsevier, vol. 22(C), pages 655-666.
    8. Tomasz Weron & Anna Kowalska-Pyzalska & Rafal Weron, 2017. "The role of educational trainings in the diffusion of smart metering platforms: An agent-based modeling approach," HSC Research Reports HSC/17/04, Hugo Steinhaus Center, Wroclaw University of Technology.
    9. repec:eee:rensus:v:75:y:2017:i:c:p:534-547 is not listed on IDEAS
    10. repec:eee:rensus:v:78:y:2017:i:c:p:754-763 is not listed on IDEAS
    11. 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.
    12. Anna Kowalska-Pyzalska, 2016. "What makes consumers adopt to innovative energy services in the energy market?," HSC Research Reports HSC/16/09, Hugo Steinhaus Center, Wroclaw University of Technology.
    13. 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.
    14. Balcombe, Paul & Rigby, Dan & Azapagic, Adisa, 2014. "Investigating the importance of motivations and barriers related to microgeneration uptake in the UK," Applied Energy, Elsevier, vol. 130(C), pages 403-418.
    15. Claudy, Marius C. & Michelsen, Claus & O'Driscoll, Aidan, 2011. "The diffusion of microgeneration technologies - assessing the influence of perceived product characteristics on home owners' willingness to pay," Energy Policy, Elsevier, vol. 39(3), pages 1459-1469, March.

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