Research explores New Zealanders' attitudes towards solar technologies

As New Zealanders, we are well-versed in producing energy from renewable sources. Eighty-seven percent of New Zealand’s electricity is produced from renewable energy, one of the highest in the world. So how do we encourage consumers here to adopt solar photovoltaics and ensure future increases in electricity demand are met by renewable sources as opposed to less climate-friendly options?

Having identified a lack of quantitative research investigating the social acceptability of solar photovoltaics, researchers from Te Whare Wānaka o Aoraki Lincoln University and the Institute of Psychology in Germany published the article, Here comes the sun: Social acceptability of solar photovoltaics in New Zealand, in the Journal of the Royal Society of New Zealand.

Lead researcher, Dr Tiffany McIntyre explains: “Here in New Zealand, we cannot currently store the energy we generate, so when we have abnormally dry years, we resort to burning coal. To reach net zero by 2050, we need to more than double our electricity generation by 2050 to meet our needs. With limited water supply in our dams, how else can we generate electricity efficiently? Before we introduce greener technologies on mass, we firstly need to understand how New Zealanders feel about them.”

Results showed that the perceived benefits (a good investment, increases New Zealand’s international reputation and money saving) and risks (initial cost and installation) of solar photovoltaics act as strong predictors for unacceptability/acceptability.

“One of the key takeaways from this research is that emotion, whether negative or positive, didn’t show statistical significance attached to acceptability or unacceptability of adopting solar photovoltaics. This signals that consumer decisions are more grounded in their perceptions of the benefits and risks, so for businesses and policymakers, focus your messaging here. Ultimately, this will also help counter misconceptions about solar photovoltaics currently in the community,” says Dr McIntyre.

In the survey of 517 individuals across New Zealand, participants were asked if they consider themselves informed about solar photovoltaics: 45% agreed or strongly agreed, 32% neither agreed nor disagreed and 23% disagreed or strongly disagreed.

“At the moment, there is a lack of information available as solar photovoltaics isn’t actively promoted here,” says Dr McIntyre. “Therefore, these results aren’t surprising. To make solar photovoltaics more visible to the public, we need easily digestible information that is freely available. In my experience, when I first searched for solar panels, the information online was either very technical, super positive or super negative.

“To engage fully with consumers, businesses and policymakers need to utilise both one and two-way communication. Focus on, for example, the benefits of solar photovoltaics as green energy and its cost-saving aspects, fostering greater public acceptance of this new technology. Two-way communication is vital in providing a platform for policymakers to address consumers' questions and feedback. Right now, there isn’t a way for consumers to contact independent industry experts to seek information on solar photovoltaics.”

Dr McIntyre says communications with consumers from policymakers and businesses need to factor in the strong influence preconceptions have on the acceptability of solar photovoltaics.

“If I’m searching for information and have a preconceived idea about a topic, then I’m more likely to take in that information that fits within my existing beliefs. Businesses and policymakers need to carefully consider their messaging, so consumers feel confident they are equipped to make an informed decision.” 

Results supported that offering incentives would be beneficial to achieving acceptance of solar photovoltaics. The most preferred option indicated through the research was access to free installation, followed by access to low-interest loans. From these results, policymakers should consider a mix of policies aimed at encouraging uptake of solar photovoltaics while focusing on removing barriers such as lack of infrastructure investment, policy uncertainties and access to finance.

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