Investigating preferences of households for residential photovoltaic systems: a survey study in Ankara, Turkey

Aslıhak, Eren
Climate change, a natural consequence of extensive usage of fossil fuels, emerges as the biggest human made catastrophe ever nowadays. Consequently, the need to increase the share of renewables in current energy demand became obvious. In this regard, solar energy emerges as the most abundant, widespread and sustainable source of energy in most parts of the World. On the other hand, relatively higher accounting costs, economic dislocation and social/cultural issues are among important barriers to form a resistance toward widespread utilization of solar applications. Nevertheless, residential photovoltaic applications are expected to have an accelerating role for the diffusion of solar energy technologies and overcome these barriers. This study aims to investigate the factors such as environmental behavior, environmental concern and socio-demographic variables affecting willingness to pay of households in Ankara (Turkey) for the installation of residential photovoltaic systems. The study uses data from a household survey conducted at selected regions of Ankara. The survey includes New Ecological Paradigm Scale to measure environmental concern and Self-Reported Pro-environmental Behavior Scale to gather information about the behavioral patterns of the respondents. The obtained results show that although the general attitude towards roof-top PV systems is very positive while general information and awareness level for the v systems are too low and the initial cost of PV systems is still higher than the willingness to pay of households. It has been found that the relation between pro-environmental behavior and environmental concern is weak and only pro-environmental behavior is significant in predicting willingness to pay and the likelihood of technology adoption. Participants’ perception of the cost of PV systems is significantly effective in determining their willingness to pay and likelihood of adoption. Gender, income and education level are also affective in predicting the purchase decision of households. Increasing awareness through media campaigns and promoting independent electricity production may help diffusion of roof-top PV systems.  


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Citation Formats
E. Aslıhak, “Investigating preferences of households for residential photovoltaic systems: a survey study in Ankara, Turkey,” M.S. - Master of Science, Middle East Technical University, 2016.