Diffusion of microgeneration technologies, particularly rooftop photovoltaic (PV), represents a key option in reducing emissions in the residential sector. This thesis uses a uniquely rich dataset from the burgeoning residential PV market in Texas to study the nature of the consumer’s decision-making process in the adoption of these technologies. Focusing on the financial metrics and the information decision makers use to base their decisions upon, I study how the leasing and buying models affect individual choices and, thereby, the adoption of capital-intensive energy technologies. Overall, the leasing model is found to more effectively address consumers’ informational requirements. Contrary to previous studies, buyers and lessees of PV are not found to substantially differ along socio-demographic variables, though they do differ significantly along cash availability, levels of environmental concern, and relative importance of financial aspects. Instead, the leasing model has opened up the residential PV market to a new, and potentially very large, consumer segment—those with a tight cash flow situation. / text

Access to electricity is a crucial component of achieving SDG 7, which aims to ensure clean energy for all. However, not all people in Botswana have access to electricity, and power generation is dominated by coal power. To address the electricity access issue, the Botswana government has implemented two programs: the Rural Electrification Programand the National Electricity Standard Connection Cost Program. This study focuses on investigating the effectiveness of these government programs, as well as the drivers of and barriers to residential rooftop solar PV. The primary aim of the study is to provide recommendations for policy makers, while also contributing to enhanced knowledge among solar PV distributors and academia. To achieve the research objectives, a field trip to Botswana was conducted to interview various stakeholders. Additionally, a literature review and ananalysis of policy documents were executed. The study’s results reveal a difference in the success of the two government programs, leading to a gap between the share of grid-connected villages and the share of people with access to electricity. Interms of residential rooftop solar PV, the study identifies numerous drivers, such as increased reliability and reduced power bills. However, there are also several barriers to residential rooftop solar PV, including a conservative mindset among decision-makers that favors coal power, lack of incentives, low affordability, social acceptance risks, lacking maintenance, and insufficient knowledge among both inhabitants and policymakers. Based on the results, the study provides recommendations for policymakers to ensure full electricity access and accelerated residential rooftop solar PV implementations. / Tillgång till el är avgörande för att uppnå SDG 7 som syftar till att säkerställa hållbar energi för alla. Samtidigt har samtliga invånare i Botswana inte tillgång till electricitet och dessutom domineras elproduktionen av kolkraft. För att överkomma problemet med tillgång till electricitet har Botswanas regering implementerat programmen Rural Elecrtification Program och National Electricity Standard Connection Cost Program.  Den här studien fokuserar på att utvärdera dessa statliga program samt på att identifiera drivkrafterna och hindren för solkraft för hushåll. Det primära syftet med studien är att ge rekommendationer till beslutsfattare. Studien ämnar även bidra till ökad kunskap bland solcellsdistributörer och den akademiska världen. För att åstadkomma detta genomfördes en studieresa till Botswana under vilken intervjuer med olika intressenter hölls. Dessutom genomfördes en litteraturstudie och en analys av policydokument.  Studiens resultat påvisar en skillnad i framgång hos de statliga programmen och att det leder till att andelen nätanslutna byar är högre än andelen invånare med tillgång till el. När det gäller solkraft för hushåll har flertalet  drivkrafter för dess implementering identifieras. Till dessa hör ökad försörjningstrygghet och minskade elräkningar. Det finns dock även många hinder för ökad implementering av solkraft för hushåll. Några av dessa är ett konservativt tankesätt bland beslutsfattare som gynnar kolkraft, brist på incitament, låg betalningsförmåga, låg grad av social acceptans, bristande underhåll samt otillräcklig kunskap bland både invånare och beslutsfattande. Baserat på resultaten presenteras rekommendationer riktade till beslutsfattare för att säkerställa att alla i Botswana har tillgång till elektricitet samt för att öka implementeringen av solkraft för hushåll i Botswana.

In the summer of 2007, a single neighbourhood in downtown Toronto contributed at least 13 percent of all residential grid???tie solar photovoltaic (PV) systems sold in the Canadian province of Ontario. On average, PV purchaser households produced 37 percent as much electricity as they consumed. This research investigates solar energy adoption in a community case study. Specifically, it investigates why some residents who sign up for a solar resource assessment through a community solar energy initiative (CSEI) decide to purchase, and others decide not to purchase in the short???term. Characteristics and perceptions of potential adopters are analyzed to better understand their motivations and barriers to adoption. Community energy projects became an official public policy goal in Ontario, with the passing of the Green Energy and Green Economy Act in 2009. Approximately 80 percent of Ontario???s anticipated generation capacity will need to be built, replaced or refurbished within 15 years. In this context, the Ontario Ministry of Energy, Ontario Power Authority, and Deloitte (one of Canada???s leading professional services firms), have partnered with a ???green benefit??? fund, the Community Power Fund, to help local community groups access resources to develop and establish renewable energy projects. Understanding solar energy adoption in a community context is therefore important to improve the effectiveness of such policies, including the disbursement of multi???million dollar grant funds. Differences between purchasers and non???purchasers in respect of adoption behaviour were found in this study to cluster around two general themes. The first theme concerns differences in compatibility of both the concept of solar energy systems, and their physical attributes, with characteristics of potential adopter households. Some compatibility issues are straightforward, e.g. availability of roof space with a southern orientation. Others are more complex, involving several interrelated perceptual and socio???demographic factors. For instance, while both purchasers and non???purchasers rated cost as a very important barrier, purchasers rated the motivation of solar energy systems to reduce climate change higher relative to the barrier of high financial costs than did non???purchasers. Purchasers were also more likely to possess a graduate degree, while non???purchasers were more likely to hold a professional degree. The second general theme relates to potential adopters??? trust and stake in the ability of the community???based initiative to reduce barriers in the adoption process. Since two types of solar energy systems are considered in the case study???PV and thermal (hot water)???differences are explored between each of three respondent groups: solar PV purchasers, solar hot water (SHW) purchasers, and non???purchasers. iv Surveys were used to gather data on adopter perceptions and characteristics. A participatory research design helped identify the research topic. Two main bodies of literature???community???based social marketing (CBSM) and diffusion of innovations theory???were drawn upon to conceptualize the adoption process and interpret the survey findings. These include five models of human behaviour that can be used to guide the design of CBSM campaigns. Diffusion theory was used as a basis for discussing ???perceived innovation attributes???. The study takes an integrated approach by considering both social and technical aspects of solar energy adoption, together with the issues of fuel substitution and household electricity demand.