Shining light on solar acceptance: Spatial context and question-order effects on public responses to solar placement options

This study examines how spatial context and external framing shape public acceptance of solar photovoltaic (PV) across three placement options: residential rooftops, industrial buildings, and agricultural land. Using Denmark as a case study, it is among the first to provide cross-cutting evidence on within-technology spatial spillover dynamics and external question-order effects in solar PV acceptance. The analysis is based on a large-scale online survey (n = 3873) among the Danish population, including experimental design elements. Survey data are combined with individual-level geospatial measures, capturing exposure/proximity to existing PV infrastructure. Acceptance responses are analyzed in case-specific regression models to identify key determinants of public PV acceptance. The results reveal a clear acceptance ranking: PV on industrial buildings is most accepted, followed by residential rooftops and land-based installations. Individual exposure/proximity to existing solar farms significantly increases acceptance of industrial-rooftop PV, indicating positive within-technology spatial spillover effects. In contrast, higher local PV coverage reduces acceptance, particularly among non-owners, suggesting local saturation effects. Acceptance is also sensitive to framing, as the sequence of presented PV options systematically affects acceptance and conditions spatial effects. Overall, the findings emphasize that solar acceptance is highly context-dependent, shaped by individual experience, local characteristics, and external framing. By integrating detailed spatial measures, experimental elements, and placement-specific within-solar variations, this study advances existing energy acceptance research and offers actionable guidance for policymakers and energy planners. Implementing place-sensitive siting, tailored engagement mechanisms, and targeted communication processes can strengthen public support and facilitate the successful deployment of socially just solar energy pathways.