Autarky and the Promotion of Photovoltaics for Sustainable Energy Development: Prosumer Attitudes and Choices

The behavior and reactions of prosumers play a key role in the development of sustainable energy and green transformation, as it is the result of their individual decisions that determines the scope of use of renewable energy sources. For these reasons, the main goal of this article is to determine whether and to what extent autarky influenced prosumers’ decisions about the use of solar energy in households, and which promotional channels play the most important role in these decisions. An assessment of the role of autarky and promotion from the prosumer perspective on the photovoltaics market is carried out on the example of Poland as a developing economy, based on the dominant share of coal in energy production. The implementation of this goal will enable recognition and better understanding of prosumers’ intentions and attitudes, and thus more effective stimulation of the green transformation. Surveys in this area were carried out on a representative sample of 754 Polish prosumers, and were analyzed using descriptive statistics and non-parametric statistical tests. The obtained results demonstrate a strong need for energy independence among prosumers (50%) and confirm the role of this motive in the green transformation process. Respondents consider the Internet (a score of 3.8793 on a 5-point suitability scale) and information from companies installing photovoltaic installations (a score of 3.6645 on a 5-point suitability scale) to be the most effective sources of promoting photovoltaics. The example and opinion of family and friends are also important to them. Government campaigns (a score of 2.8647 on a 5-point suitability scale), television and the press play a much smaller role in the popularization of solar energy. Respondents, therefore, prefer numerous and dispersed marketing sources, that allow them to confront and verify the information obtained.