| dc.description.abstract | The scale of energy demand in the United States continues to increase in size and
complexity without meaningful transformation, validating ongoing unsustainable energy
consumption at multiple levels of society. In response, diffusion of solar photovoltaics
(PV) as an alternative has been met with mixed levels of success, especially in
Wisconsin. A literature review illustrates social, economic, and environmental factors
that positively and negatively influence solar PV diffusion, as well as system and energy
user behavioral dynamics. However, it is still unclear what specific factors are driving or
inhibiting diffusion of different renewable energy technologies in commercial and
industrial firms. For this study, we examine those factors that influence adoption of solar
PV, as well as barriers and challenges encountered. We conducted mixed methods - an
electronic survey methodology and multiple case study - to target key informants
employed by corporate members of two salient energy transition programs and one
renewable energy organization - Green Tier, Green Masters, and RENEW Wisconsin.
Survey results indicate that solar PV adopters are significantly different from potential
and non-adopter firms in 4 categorical ways: perceptions of external support,
understanding of solar regulations and property rights, affordability, and investment risk
and uncertainty. Case-study results demonstrate key dimensions of challenges and
barriers including informal rate of return thresholds, stakeholder outreach and governance
patterns, and internal innovativeness. We conclude that social and economic factors are
crucial influences, and obstacles, in the knowledge and persuasion stages of solar PV
diffusion. Further research on energy policy interventions could help cope with or
remove barriers to market takeoff of solar PV in Wisconsin. | en_US |
