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Adoption of renewable heating systems: An empirical test of the diffusion of innovation theory

Franceschinis, C.; Thiene, M.; Scarpa, R.; Rose, J.; Moretto, M.; Cavalli, R.

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Authors

C. Franceschinis

M. Thiene

J. Rose

M. Moretto

R. Cavalli



Abstract

The implementation of heating technologies based on renewable resources is an important part of Italy's energy policy. Yet, despite efforts to promote the uptake of such technologies, their diffusion is still limited while heating systems based on fossil fuels are still predominant. Theory suggests that beliefs and attitudes of individual consumers play a crucial role in the diffusion of innovative products. However, empirical studies corroborating such observations are still thin on the ground. We use a Choice Experiment and a Latent Class-Random Parameter model to analyze preferences of households in the Veneto region (North-East Italy) for key features of ambient heating systems. We evaluate the coherence of the underlying preference structure using as criteria psychological constructs from the Theory of Diffusion of Innovation by Rogers. Our results broadly support this theory by providing evidence of segmentation of the population consistent with the individuals' propensity to adopt innovations. We found that preferences for heating systems and respondents' willingness to pay for their key features vary across segments. These results enabled us to generate maps that show how willingness to pay estimates vary across the region and can guide local policy design aimed at stimulating adoption of sustainable solutions.

Citation

Franceschinis, C., Thiene, M., Scarpa, R., Rose, J., Moretto, M., & Cavalli, R. (2017). Adoption of renewable heating systems: An empirical test of the diffusion of innovation theory. Energy, 125, 313-326. https://doi.org/10.1016/j.energy.2017.02.060

Journal Article Type Article
Acceptance Date Feb 10, 2017
Online Publication Date Feb 11, 2017
Publication Date Apr 15, 2017
Deposit Date Mar 3, 2017
Publicly Available Date Feb 11, 2018
Journal Energy
Print ISSN 0360-5442
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 125
Pages 313-326
DOI https://doi.org/10.1016/j.energy.2017.02.060
Public URL https://durham-repository.worktribe.com/output/1362287

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