Abstract
The factors affecting the adoption of conventional solar PV have been broadly addressed in the recent literature. However, it is still to determine the public's acceptance of innovations of the traditional solar PV architecture. Building applied photovoltaic technology (BAPV) is a technological innovation that can be installed over existing building surfaces. This study compares an evaluation of the conscious and subconscious attitudinal, control and normative beliefs of American homeowners when randomly primed with two brochures depicting the purchasing, installation, and commissioning of solar PV systems, developed according to the characteristics of conventional and an adhesive “plug and play” BAPV system. The survey instrument (N = 400 survey participants) was designed in consonance to the Theory of Planned Behavior (TPB).When comparing the direct measures for each solar PV technology, no significant differences were found. This may indicate that for those unfamiliar with PV technology, placing an adhesive backing module on the roof is standard procedure and does not impact purchasing intentions. The evaluation further showed that unlike the subconscious control beliefs, social norms and attitudes have a significant impact on forming intentions to adopt solar PV. The implications of these findings for strategy, policy and future research are explored.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
