Abstract
This paper investigates the profile of end user of renewable energy sources (RES) among Polish households. Users differ in their sex, age, economic status, knowledge about energy, their attitudes toward RES and pro-ecological behavior therefore our focus was on exploring segmentation criteria. The main determinants of willingness to install small-scale RES among households were assumed as segmentation criteria. The research identified the correlation between the households’ willingness to install RES and (1) socio-economic and energy awareness variables, (2) pro-ecological and pro-effectiveness behaviors variables. The main determinants of RES adoption were explored using empirical analysis with data collected by the survey among 960 households in Lower Silesia, a southwest region in Poland in November and December of 2015. The importance of the variables was verified by a logit model. The discovery of the user profile is vital to obtain knowledge about users of small-scale generators to provide them personalized offer. The finding from this study could be valuable for local authority’s energy utilities that are involved for increasing the adoption rate of RES among households and for (e.g., services companies installing RES) that are interested in increasing number of RES installations.
Highlights
In Poland, in the last 30 years, there has been a significant change in the structure of energy consumption in various sectors of the national economy
13% of the energy consumed by households in Poland comes from renewable energy sources, and it is mainly the share of firewood
The main conclusions regarding the characteristics of respondents who became the basis for the selection of household segmentation criteria (Section 4.1) and the selection and further study of the characteristics of the target group are presented below
Summary
In Poland, in the last 30 years, there has been a significant change in the structure of energy consumption in various sectors of the national economy. The share of households in overall electricity consumption in 1990 was 17%, and 19% in 2015 [1,2]. In Poland, households consume one-fifth of energy [3] and they are an important target group for climate and energy policies, especially since most of the energy comes from conventional sources. 13% of the energy consumed by households in Poland comes from renewable energy sources, and it is mainly the share of firewood. Other renewable energy sources either have an approximate share less than 1% (e.g., solar or geothermal) or are unidentified (biomass energy) (cf Reference [3])
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