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Open AccessArticle

How Measurements “Affect” the Importance of Social Influences on Household’s Photovoltaic Adoption—A German Case Study

1
Department of Environmental Psychology, Otto-von-Guericke Universität Magdeburg, 39106 Magdeburg, Germany
2
Department of Personality and Social Psychology, Otto-von-Guericke Universität Magdeburg, 39106 Magdeburg, Germany
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(19), 5175; https://doi.org/10.3390/su11195175
Received: 6 August 2019 / Revised: 7 September 2019 / Accepted: 18 September 2019 / Published: 20 September 2019
(This article belongs to the Special Issue Psychology of Sustainability and Sustainable Development)
Investment determinants on residential photovoltaic (PV) in Germany were measured via questionnaire. The survey covered social influences in terms of injunctive and descriptive norms, and economic, ecological and autarkic motives for the investment. Descriptive norms were more relevant for the investment decisions than injunctive norms, but both were considerably less important than all of the other three investment motives. Additionally, we observed the actual distribution of PV systems in the participants’ living area; we gathered the observation data on PV distribution from governmental databases. We found survey data on descriptive and objective norms and observation data to be unrelated. These findings indicate that multiple approaches are necessary to assess the relevance of social influences reliably. View Full-Text
Keywords: social influences; energy-relevant investment decisions; measurement problems social influences; energy-relevant investment decisions; measurement problems
MDPI and ACS Style

Kastner, I.; Wittenberg, I. How Measurements “Affect” the Importance of Social Influences on Household’s Photovoltaic Adoption—A German Case Study. Sustainability 2019, 11, 5175.

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