Solar for tenants: Survey evidence on design and framing of citizen-financed photovoltaic projects in Switzerland

Solar photovoltaics (PV) on rooftops and existing infrastructure is a cost-effective and widely accepted technology that plays a crucial role in the energy transition. However, individual installations of PV systems are limited to property owners, excluding most tenants. This study focuses on a more inclusive type of PV, citizen-financed PV (CiFi PV) projects, and experimentally examines their social acceptance, distinguishing between socio-political and market acceptance. We studied design and framing of CiFi PV to make them appealing to tenants, while also considering the moderating role of individual predispositions. Empirically, we therefore relied on data from a survey experiment of 1674 tenants in Switzerland. The results show that projects with material reimbursement, a public or community provider, and proximity to local infrastructure are most likely to be rated positively and chosen in a choice task. Ideological predispositions are strongly correlated with these indicators of socio-political acceptance. Conversely, the analyses also reveal that project design cannot explain concrete investment intentions. However, targeted communication can enhance the willingness to invest in CiFi PV among those with lower propensities to invest. Most importantly, a promising way to promote individual tenants’ investment in renewable energy is to communicate about CiFi PV while emphasizing the collective dimension of the energy transition. This approach has the potential to increase investment intentions among politically right-leaning individuals, while it does not appear to significantly deter left-leaning and centrist individuals.