報告書番号

Y96004

タイトル（和文）

住宅用太陽光発電システムの導入に関する意識分析

タイトル（英文）

EMPIRCAL ANALYSIS OF CONSUMER DECISION-MAKING PROCESSES ON INSFALLING RESIDENTIAL PHOTOVOLTAIC SYSTEMS

概要 （図表や脚注は「報告書全文」に掲載しております）

新エネルギーや省エネに関連する製品は，コストが高いこと等を理由に，多くの消費者に選択されることは少ない。ところが太陽光発電については環境保全等を理由に選択する消費者が現れている。住宅用太陽光発電システムを事例に取り上げ，設置している消費者の社会属性，価値観・ライフスタイル導入の経緯・動機等を明らかにした。設置者の社会属性の特徴は，４０歳代から５０歳代の男性が多く，比較的高い収入を得ている階層が多く，地球環境問題や資源・エネルギー問題への関心が高いこと。９０％以上の設置者が地球環境保全を理由に導入していること。導入動機の違いによって設置者を類型化した結果，平均的な一般消費者の価値観・ライフスタイルを持った設置者が多く存在すること等が明らかとなった。このグループの意識・価値観を念頭におき，システムの普及促進策を考察することが重要である。

概要 （英文）

NEW ENERGY SOURCES ARE COSTLY.ENERGY-SAVING PRODUCTS ARE EXPENSIVE.THIS GENERALLY PREVENTS CONSUMERS FROM CONSIDERING SUCH ENERGY SOURCES AND PRODUCTS AS PRACTICAL AND USEFUL ALTERNATIVES TO CONVENTIONAL ONES.HOWEVER,A NEW GROUP OF INNOVATIVE ENVIRONMENT-CONSCIOUS CONSUMERS HAS RECENTLY STARTED ADOPTING THESE NEW ENERGY SOURCES AND PRODUCTS IN THEIR HOMES DESPITE OBVIOUS ECONOMIC DRAWBACKS.ELECTRICITY-GENERATION SYSTEMS USING SOLAR BATTERY PANELS ON ROOF TOPS ARE ONE EXAMPLE OF THESE PRODUCTS. QUESTIONNAIRES WERE SENT TO 550 SELECTED MONITORS OF THE RESIDENTIAL ROOF-TOP PHOTOVOLTAIC SYSTEM PROMOTION PROGRAM INITIATED BY THE RESOURCE AND ENERGY AGENCY TO COLLECT DATA THEIR SOCIO-ECONOMIC ECONOMIC ATTRIBUTES AND LIFE-STYLES,AND VALUE JUDGMENTS ONVARIOUS ENERGY ISSUES.THE DATA AND CONTROL DATA FROM GENERAL CONSUMERSWERE EXAMINED TO TEST THE DECISION-MAKING BEHAVIOR OF ADOPTERS OF INNOVATIVE PRODUCTS IN THE INTRODUCTORY MARKETING PERIOD. THE MAJOR FINDINGS ARE AS FOLLOWS: (1)MOST MONITORS ARE MIDDLE-AGED OR OLDER MALES WITH RELATIVELY HIGH SOCIAL STATUS AND INCOME LEVELS ALTHOUGH MANY MONITORS HAVE DIFFERENT PROFILES. HOWEVER,ALL MONITORS GENERALLY POSSESS VERY HIGH INTEREST IN AND CRITICAL VALUE JUDGMENTS OF ENERGY ISSUES,AND ACTIVELY PRACTICE ENERGY-SAVING LIFE STYLES. (2)MANY MONITORS CHOOSE ENVIRONMENT PROTECTION AS THEIR PRIMARY REASON,AND CONCERN FOR HIGH ENERGY COSTS,AND DISAGREEMENT WITH PRESENT ENERGY-SUPPLY SYSTEMS AND POLICYIES AS THEIR SECONDARY REASON FOR ADOPTING THE SYSTEM.FEW ACCURATELY CALCULATED THE INVESTMENT AND RUNNING COSTS WHEN DECIDING TO ADOP THE SYSTEM.THEY WERE MORE CONCERNED ABOUT IMPLENTATION METHODS AND THE POWER GENERATION CAPACITY OF THE SYSTEM.THEY GENERALLY UNDERESTIMATED COSTS AND OVERESTIMATED BENEFITS.

報告者

キーワード