It starts at home: non-economic factors influencing consumer acceptance of battery storage in Australia

Abstract

Homeowners play a critical role in the uptake of low-carbon technologies, yet little is known about the factors that underlie market acceptance of residential battery storage. This research integrates social–psychological, demographic and behavioural factors into a holistic model that predicts market acceptance. Previous research has indicated that social factors play a crucial role in the adoption of rooftop solar. Still, the influence of subjective norms on battery storage, a relatively invisible technology, has yet to be fully understood. An online survey from homeowners in Australia, a mature renewable energy market, is used to provide insights into market acceptance that are relevant to international energy markets. A two-step econometric model, using factor analysis and ordered logistic regression, was used for data analysis. The results show that subjective norms, moral emotions and an environmental self-identity are positively associated with market acceptance. Demographic factors, such as younger age and higher levels of education, predict market acceptance. Motives such as technical interest, autarky and load-shifting behaviours are also relevant. Several recommendations for policymakers and practitioners are offered to improve the acceptance of battery storage, including interventions that exploit social parameters and appeal to consumer psychology.