Factors That Contribute to Diffusion of Solar PV Energy: Evidence from Holambra in São Paulo Macrometropolis, Brazil

The use of renewable energy sources can reduce our reliance on fossil fuels and can be a key factor in the achievement of sustainable development. For the social dimension of Agenda 2030 to be addressed within the energy transition issue, it is important that its geographical dimension becomes acknowledged, thus, considering the very energy-intensive nature of the Brazilian Macrometropolis and its impact on the Brazilian energy system. Under the premise that solar photovoltaic (PV) distributed generation is a key for this region to be more productive in terms of renewable energy, this study aims to identify the factors that influence the diffusion of PV energy through a case study in the municipality of Holambra, Brazil – a city in the Sao Paulo Macrometropolis region that had been considered an optimum case of PV diffusion. The study was conducted through surveys aimed at understanding how adopters became aware of and how they were persuaded into purchasing the PV systems. According to the results, companies in the energy sector were the most influential source of information and persuasion for the diffusion of PV systems. In addition, the economic factor played an important role in diffusion since the high costs of energy tariffs were key motivators to find alternative sources; this made investors perceive investment in PV systems as economically viable.