Motives for and barriers to household adoption of small-scale production of electricity: examples from Sweden

A new electricity-production concept attracted massive media attention in Sweden during 2008 when companies began marketing small-scale photovoltaic panels (PVs) and microwind turbines. The products were launched by their simplicity: the components are so easy to install that anyone can do it. How, then, do households perceive these products? Why would households choose to buy them? What do households think about producing their own electricity? Analysis of material from in-depth interviews with members of twenty households reveals that environmental concerns are the main motive for adopting PVs or microwind turbines. Some households have ecologically aware lifestyles and adoption represents a way to reduce fossil-fuel use. For others, this investment is symbolic and provides a way to display environmental consciousness or to set an example. For still others, adoption is a protest against “the system,” with its large dominant companies, or a step toward self-sufficiency. Moreover, some households reject these microgeneration installations because of financial considerations, respect for neighbors who might object, and/or difficulties finding an appropriate site