This paper aims to identify the success factors, incentives, barriers and challenges in the adoption process of photovoltaics (PV) in the agricultural sector, with particular focus placed on decision making of individual farmers and network effects. We investigated a successful case of an Austrian farmers' association that set up a community power plant concept and a society for facilitating PV adoption among farmers. We found that PV adoption decisions are driven by economic and environmental considerations and that while ethical considerations are relatively strong among farmers, they cannot be used as predictors in the decision making process. Results furthermore suggest that while adoption of PV increases belief in technological progress as a solution to environmental problems, it may simultaneously lead to a weakening in the belief that underlying lifestyle changes are necessary. Our conclusions address crucial aspects of PV adoption in agriculture, and implications for policy measures related to respective community initiatives.

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When facing the challenge of restructuring the energy system, bottom-up initiatives can aid the diffusion of decentralized and clean energy technologies. We focused here on a bottom-up initiative of citizen-funded and citizen-operated photovoltaic power plants.The project follows a case study-based approach and examines two different community initiatives. The aim is to investigate the potential incentives and barriers relating to participation or non-participation in predefined community PV projects. Qualitative, as well as quantitative empirical research was used to examine the key factors in the further development of bottom-up initiatives as contributors to a general energy transition.