Exploring Impact of Social Norms on Adoption of Local Generation in an Urban Environment
Dr Pallavi Roy, Ryerson University
Dr Philip Walsh, Ryerson University
Urban centres around the world are increasingly focusing on developing net-zero communities. These plans rely heavily on adoption of local renewable generation on site to reduce emissions using technologies such as solar photovoltaic panels (Becchio et al., 2018). Policy focused on financial benefits have long been the main mechanism to incentivize adoption of local clean energy generation (Balcombe et al., 2013; Zhang et al., 2011). In Ontario Canada these policies are now being phased out.[1] At the same time, the financial case is becoming stronger for renewable generation technologies. With more and more technologies reaching grid parity, there is need for a deeper understanding of the decision-making process and motivators at an individual level, that lead to adoption of local energy generation systems (Huijts et. al., 2012). Previous research shows that social norms are crucial where it comes to behaviour modification for energy conservation (Alcott, 2011). The current research explores social norms as a motivating factor for adoption of local energy generation technologies.
A quantitative approach has been taken for the current research. A survey method was used, with a questionnaire that was shared with respondents manually as well as through electronic media. The final sample size was of n=267 respondents, representing residents of Toronto. After an initial check for normality of data, principal factor analysis, multivariate regression analysis and a mediation analysis was conducted using SPSS software.
The current research shows that while financial concerns and expected financial benefits are still the main motivator for adoption of renewable energy systems for majority of the respondents, social norms also have a sizeable role to play in motivating adoption of clean and local energy generation systems. Decisions made by friends, family and neighbours as well as their expectations from the individual play a big part in motivating people to invest in local renewable generation technologies or join community energy projects.
Financial factors are often considered most important for motivating people to adopt local generation (Balcombe et al., 2013). The ability to generate energy for local has enticed many to adopt such technologies due to subsidies and financial incentives provided by governments around the world. However, urban adoption has been low in many jurisdiction – social norms are important motivator in getting more people to adopt renewable technologies, in urban areas, and help create net-zero communities.
[1] Ontario, Canada, financial support of clean energy has dwindled over the past year with the cancellation of micro feed-in-tariff schemes, the slowing down of net-metering legislation development, and the cancellation of the green energy act https://www.ontario.ca/laws/statute/09g12
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