气候变化领域集成服务门户(CCPortal): Accelerating demand for residential solar photovoltaics: Can simple framing strategies increase consumer interest?

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DOI	10.1016/j.gloenvcha.2018.08.005
	Accelerating demand for residential solar photovoltaics: Can simple framing strategies increase consumer interest?
	Wolske K.S.; Todd A.; Rossol M.; McCall J.; Sigrin B.
发表日期	2018
ISSN	0959-3780
起始页码	68
结束页码	77
卷号	53
英文摘要	Household adoption of energy-efficient and renewable energy technologies has the potential to significantly reduce emissions from electricity generation. High upfront costs, however, are often a barrier to adoption, even when costs may be offset by future energy savings. Through a series of randomized experiments, we examine whether framing strategies grounded in behavioral economics and psychology can be used to increase the financial appeal of such products. Using mock ads for residential solar photovoltaics (PV), we test four frames: gain/loss framing, temporal framing, varied savings amounts, and simple vs. detailed savings calculations. Overall, we find that reframing the financial benefits of PV does not greatly influence the appeal of solar or the likelihood to respond to the mock ads. Instead, underlying consumer motivations and predispositions (i.e., perceived social support, consumer innovativeness, and personal pro-environmental norms) are the primary factors driving interest in adopting solar. Our findings suggest that tailoring messages to targeted consumer segments may be more effective than attempts to market the financial benefits of PV to broad audiences. The results also contribute to behavioral economics and psychology research by identifying contexts under which the gain/loss framing bias and the present/future framing bias may not apply. © 2018 Elsevier Ltd
英文关键词	Construal level theory; Energy investments; Loss aversion; Message framing; Prospect theory; Residential solar photovoltaics
学科领域	alternative energy; consumption behavior; electricity generation; energy efficiency; innovation; photovoltaic system; savings; solar power
语种	英语
scopus关键词	alternative energy; consumption behavior; electricity generation; energy efficiency; innovation; photovoltaic system; savings; solar power
来源期刊	Global Environmental change
文献类型	期刊论文
条目标识符	http://gcip.llas.ac.cn/handle/2XKMVOVA/117089
作者单位	Harris Public Policy, University of Chicago, 1155 E. 60th St., Chicago, IL 60637, United States; Erb Institute for Global Sustainable Enterprise, University of Michigan, 701 Tappan Ave., Ann Arbor, MI 48109-1234, United States; Ernest Orlando Lawrence Berkeley National Laboratory, 1 Cyclotron Road, MS 90R4000, Berkeley, CA 94720-8136, United States; National Renewable Energy Laboratory, 15013 Denver W Pkwy, Golden, CO 80401, United States
推荐引用方式 GB/T 7714	Wolske K.S.,Todd A.,Rossol M.,et al. Accelerating demand for residential solar photovoltaics: Can simple framing strategies increase consumer interest?[J],2018,53.
APA	Wolske K.S.,Todd A.,Rossol M.,McCall J.,&Sigrin B..(2018).Accelerating demand for residential solar photovoltaics: Can simple framing strategies increase consumer interest?.Global Environmental change,53.
MLA	Wolske K.S.,et al."Accelerating demand for residential solar photovoltaics: Can simple framing strategies increase consumer interest?".Global Environmental change 53(2018).