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The adoption of domestic solar power systems: do consumers assess product attributes in a stepwise process?

Faeirs, Adam; Neame, Charles and Cook, Matt (2007). The adoption of domestic solar power systems: do consumers assess product attributes in a stepwise process? Energy Policy, 35(6) pp. 3418–3423.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1016/j.enpol.2006.10.029
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Abstract

The adoption of an innovation is partly dependent on the consumers’ perception of the product attributes, starting with the ‘relative advantage’ a product may have over another existing product, and also include issues of compatibility, complexity, observability and trialability. Using diffusion of innovations theory as a conceptual framework, this paper describes a case study that investigated the innovation adoption process that a group of identified potential adopters of domestic solar thermal systems stated they would follow. Data was generated from the results of a postal survey to a group of 43 defined innovators and a group of 350 assumed ‘early majority’, pragmatic consumers. The survey results showed that while the pragmatic customers did follow the process as theorised in diffusion theory, the innovators disregarded the observability attributes of the innovation and went ahead with implementation without having seen the products beforehand. The group of innovators was also split in their opinion that ‘complexity’ may be a limiting factor. There were differences in the pragmatic group between certain demographic sub groups. Conclusions are drawn on how the findings may impact marketing activities.

Item Type: Journal Article
Copyright Holders: 2006 Elsevier Ltd
ISSN: 0301-4215
Keywords: innovation adoption; innovation attributes; consumer profiles
Academic Unit/Department: Mathematics, Computing and Technology > Engineering & Innovation
Item ID: 25433
Depositing User: Matthew Cook
Date Deposited: 18 Feb 2011 10:28
Last Modified: 18 Feb 2011 10:28
URI: http://oro.open.ac.uk/id/eprint/25433
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