Information dissemination and residential solar PV adoption rates: The effect of an information campaign in Sweden

Artikel i vetenskaplig tidskrift, 2020

Information campaigns promoting sustainable technology adoption are common. However, knowledge about their effects is limited. In this study, the effect of a Swedish information campaign for solar photovoltaics (PV) adoption is evaluated quantitatively. The campaign took place in Sweden in 2017 and was directed towards homeowners. 41% of all Swedish municipalities participated, creating a ‘treatment’ and a ‘control’ group. As dependent variables, we used applications and approvals for a nation-wide PV subsidy scheme. Few Swedish PV installations have historically occurred outside of the subsidy scheme, which is quite accessible and offers a substantial rebate. Thus, the data were assumed to correspond well with actual installations. Hierarchical linear regression, with a set of control variables, was used. We found that campaign participation was associated with a 29% increase in submitted and approved subsidy applications. Thus, we conclude that the information campaign had a significantly positive effect on PV adoption rates, and that policy makers in other countries with limited PV penetration could launch similar campaigns to elevate PV adoption rates.