Understanding the role of visual appeal in consumer preference for residential solar panels. (December 2017)

• Record Type: Journal Article
• Authors: Bao, Qifang; Honda, Tomonori; El Ferik, Sami; Shaukat, Mian Mobeen; Yang, Maria C.
• Is Part Of: Renewable energy. Volume 113(2017)
• Page Start: 1569
• Page End: 1579
• Publication Date: 2017-12
• Subjects: Residential solar panels -- Solar system adoption -- Product appearance -- User preference modeling; Renewable energy sources -- Periodicals; Power resources -- Periodicals; Énergies renouvelables -- Périodiques; Ressources énergétiques -- Périodiques; 333.794
• DOI: 10.1016/j.renene.2017.07.021
• Languages: English
• ISSNs: 0960-1481

Abstract

Abstract: Appearance is often key to the success of consumer-oriented products. This paper investigates the influence of visual appeal of renewable energy systems on consumer preference in a case study of residential solar panels. Two surveys of US residents were conducted with 194 and 350 responses, respectively. The first focused on aspects of solar panel appearance, including color, surface pattern and frame, while the second examined the tradeoffs between solar panel appearance, functional performance and price. Respondents were presented with two types of visual representations: solar panel images alone or solar panel images shown in the context of use. Results showed that respondents in general preferred black solar panels that had solar cells with rounded corners and even surfaces, and preferred solar panels that matched the color of the roof. It was also found that respondents were willing to pay a higher price for better-looking solar systems. This effect was found to be stronger with contextualized images of solar panels on roofs. Highlights: Contextual information has influence on the consumer preference for solar panel appearance. Contextual information increases the importance of appearance in the preference aggregation. Color is the dominant attribute that influences consumer preference for solar panel appearance. When considered alone, black solar panels are more preferred. When considered within context, solar panels with colors matching the roofs are more preferred.