SWARM - Acceptance and Adoption in the Energy Transition
In this project, individual determinants of investment into domestic energy storage units are analysed. Using correlation-based single linkage clustering on survey-data from a selected sample, we identify four distinct types of storage adopters: finance-oriented, security-oriented, idealistic and multilaterally oriented households. Results of random forest analysis indicate that investment motives and inclination vary among the different types. Our findings emphasize that segment-specific marketing and policy strategies are needed to foster energy storage adoption.
Which factors drive adoption and diffusion of distributed energy storage devices?
Do potential users differ systematically with regard to their expectations and evaluations?
Data collection: Series of structured surveys within a target-group of potential adopters
Post-survey analysis: Correlation-based clustering / Random forest approaches
In the process of decision-making, financial aspects and, more specifically, the opportunity to decrease energy costs are most pronounced.
Respondents differ distinctively with respect to their individual evaluation of financial, ecological and security related aspects. Four types of storage investors could be identified: finance-oriented, security-oriented, idealistic and multilaterally oriented households.
Investment motives and the willingness to invest vary among these different types. Segment-specific marketing and policy strategies are needed to foster electricity storage adoption to pave the way for a sustainable energy system.