Not all homeowners are alike: a segmentation model based on a quantitative analysis of Dutch adopters of residential photovoltaics

Abstract The implementation of residential photovoltaics must increase more rapidly to combat climate change and its impacts. This challenge is addressed in this study by introducing a segmentation model in order to develop a theoretical and empirical foundation for understanding the heterogeneity of potential adopters. Data were collected by means of a survey among Dutch adopters ( n = 1395) and the data is analysed with statistical descriptive analyses and nonparametric tests. The five segmentation groups are divided by the homeowners’ educational background or profession (technical, financi... Mehr ...