Diffusion of photovoltaic in Germany: policy vs. consumers

In some countries photovoltaic (PV) technology has already achieved a stage of development at which it can compete with conventional electricity sources. Germany provides a good illustration of this where PV market has reached a mature stage. As a manifest of this, the German government has recently reduced subsidies for households and industry by decreasing the feed in tariff for PV. This development raises fundamental questions: could the PV industry survive? Will consumers be motivated to continue to adopt PV when feed-in tariff diminish? The point of departure for the relevant literature on diffusion of PV has been on the effect of subsidies but little attention has paid to consumer motives when the policy support is scaled down. This paper introduces an in-depth analysis on understanding the consumer motives for adopting photovoltaic applications. Anchored in an extensive exploratory case study on PV consumers and PV system providers, this study aims to provide an encompassing explanation of diffusion of PV by revealing the link between consumer motives and the impact of policy.