What moves the needle? A comparative study on adoption preferences of clean energy technologies in Irish households

In this article, we compare adoption preferences for three important clean energy technologies-rooftop solar PV, heat pumps and electric vehicles using primary data from a nationally representative household survey in Ireland. The survey questionnaire explored a wide range of techno-economic, behavioural, socio-demographic and building attributes of 1225 residential energy consumers. In our two-step analysis, we first identify four latent behavioural variables, namely, progressive attitude, behavioural inertia, peer effects and hassle factors using confirmatory factor analysis within a structural equation modelling framework. Next, we compare the role, extent and direction of identified behavioural and socio-demographic factors underlying actual adoption and stated preferences of households towards CETs, while controlling for external attributes using a mix of binomial and ordinal regression models. Our findings suggest that actual adoption of CETs varies widely among households despite their stated preferences and perceptions of potential benefits. It also reveals a significant association between the latent behavioural factors, such as progressive attitude and peer effects with adoption preference for CETs. However, the relationships between the behavioural factors and adoption preferences appear to be moderated by the annual income, education level and age group of respondents in a non-linear manner, requiring further research. Further, the perceptions of hassle and discomfort appear to be acting in opposite direction to the generally favourable progressive attitudes towards adoption preferences for solar PVs and heat pumps. Our study supplements the contemporary literature on CET adoption preferences in residential households and provides useful insights for better informed policy decisions.