Supporting Policy Design for the Diffusion of Cleaner Technologies: A Spatial Empirical Agent-Based Model

Renewable energy resources and energy-efficient technologies, as well as building retrofitting, are only some of the possible strategies that can achieve more sustainable cities and reduce greenhouse gas emissions. Subsidies and incentives are often provided by governments to increase the number of people adopting these sustainable energy efficiency actions. However, actual sales of green products are currently not as high as would be desired. The present paper applies a hybrid agent-based model (ABM) integrated with a Geographic Information System (GIS) to simulate a complex socio-economic-architectural adaptive system to study the temporal diffusion and the willingness of inhabitants to adopt photovoltaic (PV) systems. The San Salvario neighborhood in Turin (Italy) is used as an exemplary case study for testing consumer behavior associated with this technology, integrating social network theories, opinion formation dynamics and an adaptation of the theory of planned behavior (TPB). Data/characteristics for both buildings and people are explicitly spatialized with the level of detail at the block scale. Particular attention is given to the comparison of the policy mix for supporting decision-makers and policymakers in the definition of the most efficient strategies for achieving a long-term vision of sustainable development. Both variables and outcomes accuracy of the model are validated with historical real-world data.