Exploring residential solar PV and battery energy storage adoption motivations and barriers in a mature PV market

Previous studies show that in a mature solar photovoltaic (PV) market, the choice to accept or reject PV is closely related to battery adoption decision. This study presents the results of a survey (n = 604) conducted to investigate the household characteristics and relative importance of motivations and barriers in home battery and PV adoption decisions in South East Queensland (Australia). The research further compares the attitudinal similarities and differences among distinct groups of households based on the technology use and adoption timing. The findings demonstrate that earlier and later adopters of PV, as well as non-adopters, have relatively similar sociodemographic attributes, whereas battery users epitomise the traditional characteristics of innovators. Lower electricity bills and interest in the system are found to be the most critical factors in PV uptake. The main barriers to adoption are the system cost, followed by the anticipation of buying a more affordable PV system and battery at the same time. Similar to the purchase of PV, financial factors led by the initial costs drive the battery adoption decision. However, noneconomic factors matter more to those who have already adopted the storage system. This study reveals that the choice to install PV could adversely affect the uptake of batteries for at least a period. Furthermore, the influence of informal channels (peer effects) is deemed least important in the uptake of both systems.