Open AccessInfluencing Factors and Countermeasures to Promote the Large-scale Development of Rural Solar Houses in China
Author(s) -
Xuesong Li,
Yaowu Dong,
Chenchen Li,
Zijie Wang
Publication year - 2021
Publication title -
iop conference series. earth and environmental science
Language(s) - English
Resource type - Journals
eISSN - 1755-1307
pISSN - 1755-1315
DOI - 10.1088/1755-1315/766/1/012099
Subject(s) - china , promotion (chess) , renewable energy , business , value (mathematics) , scale (ratio) , questionnaire , rural area , marketing , solar power , environmental economics , geography , power (physics) , political science , engineering , economics , sociology , social science , cartography , archaeology , computer science , law , physics , electrical engineering , quantum mechanics , machine learning , politics
The development and utilization of renewable energy, especially solar energy, is an important way to solve the problem that China’s rural conventional power grids cannot cover remote rural areas. It is also an inevitable requirement of China’s rural development strategy. This article explores the influencing factors of Chinese farmers’ vigorous promotion of the use of solar houses, studies relationships among perceived value, farmer’s attitude and willingness to convert traditional houses into solar houses. Using data collected by a questionnaire from 413 rural households in Chongqing, China, the results show that perceived value has a significant and positive effect on farmer’s attitude and willingness to convert traditional houses into solar houses. Most importantly, the results of this research show that farmers’ attitude partially mediates the effects of perceived value on willingness to convert. Finally, the study also proposes relevant suggestions for policy makers, marketing managers and further research.