LAUSR

Although previous quantitative studies have examined various elements involved in the adoption of residential photovoltaic systems, there has been weaker emphasis on qualitative research despite its ability to understand the complexities behind adoption decisions. This article analyzes data from in-depth interviews with adopters and identifies emerging themes about the factors leading householders to adopt residential photovoltaic systems. Thematic analysis identified five key themes related to the economic, environmental, social and technological motives and barriers to adopting residential photovoltaics. Adopters’ main motive was to acquire an additional regular income, which, inter alia, would enable them to cover anticipated expenses such as costs linked to having children at university. Many adopters also combined the adoption with life events such as house renovations. The adoption of photovoltaics was also seen as providing a safe way to invest savings. Moreover, most adopters identified themselves as technology enthusiasts indicating the positive effect of technophilia on residential photovoltaic adoption. Despite having installed photovoltaics, participants recognized that adoption can be inhibited by high capital cost, investment taxation and limited grid capacity. The similarities and variety in the decision-making patterns identified in this study can be used to develop or improve strategies aiming at increasing residential photovoltaic adoption.