Document Type

Article

Rights

This item is available under a Creative Commons License for non-commercial use only

Disciplines

Social sciences

Publication Details

Renewable and Sustainable Energy Reviews, Vol. 14, 7, 2010 pp.2154–2160. doi:10.1016/j.rser.2010.03.028

Abstract

Despite major policy and marketing efforts, the uptake of microgeneration technologies in most European countries remains low. Whereas most academic studies and policy reports aim to identify the underlying reasons why people buy these new technologies, they often fail to assess the general level of consumer awareness. The process of adopting an innovation, however, shows that awareness is a prerequisite which needs to be understood before adoption can be addressed. This paper takes a closer look at awareness of microgeneration and presents the results from a nationally representative study conducted in the Republic of Ireland. Findings from logistic regressions clearly indicate that awareness varies significantly between the individual technologies and customer segments. The paper concludes with implications for policy makers and marketers aiming to promote microgeneration technologies in consumer markets.


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