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When individual action requires collective approval: a roadmap for solar power adoption by strata property owners
Journal of Social Marketing ( IF 4.115 ) Pub Date : 2022-11-09 , DOI: 10.1108/jsocm-04-2022-0076
Ben Charters , Troy Heffernan , Matthew Daly

Purpose

This paper aims to examine a situation in which individual action requires collective approval – solar power adoption in strata properties – and offers a motivation-opportunity-ability theory-based model with which such a situation may be approached.

Design/methodology/approach

A Delphi methodology was undertaken for this study, with three iterative questionnaires administered online to a panel of strata property, renewable energy and sustainable housing experts.

Findings

The Delphi panel’s insights have informed a new conceptual model, the Strata Solar Champion Roadmap (SSCR), outlining the variables affecting strata-based solar power adoption.

Research limitations/implications

Researchers and practitioners are encouraged to test and enhance the model’s generalisability. Further case studies or quantitative analysis measuring the strength of the relationships identified in the SSCR model is particularly necessary. The SSCR could also be applied when examining other common strata governance disputes.

Practical implications

Policymakers and social marketers are encouraged to apply the SSCR when planning interventions to facilitate strata scheme solar power adoption. Furthermore, the SSCR offers guidance to strata property owners and strata schemes seeking to adopt solar power, thus increasing renewable energy use in a major sector of the Australian energy market.

Originality/value

Within this context, the SSCR’s conceptualisation of strata-based solar PV adoption provides new insights into individual behaviour change requiring collective approval.



中文翻译:

当个人行动需要集体批准时:分层业主采用太阳能的路线图

目的

本文旨在研究个人行动需要集体批准的情况——在分层物业中采用太阳能——并提供了一个基于动机-机会-能力理论的模型,可以用来处理这种情况。

设计/方法/途径

本研究采用了德尔菲方法,在线向分层财产、可再生能源和可持续住房专家小组进行了三份迭代问卷调查。

发现

德尔福小组的见解为一个新的概念模型提供了信息,即 Strata Solar Champion Roadmap (SSCR),概述了影响基于分层的太阳能采用的变量。

研究局限性/影响

鼓励研究人员和从业人员测试和增强模型的通用性。尤其需要进一步的案例研究或定量分析来衡量 SSCR 模型中确定的关系的强度。SSCR 也可用于审查其他常见的阶层治理纠纷。

实际影响

鼓励政策制定者和社会营销人员在规划干预措施时应用 SSCR,以促进分层计划太阳能的采用。此外,SSCR 为寻求采用太阳能的分层业主和分层计划提供指导,从而增加澳大利亚能源市场主要部门的可再生能源使用。

原创性/价值

在此背景下,SSCR 对分层太阳能光伏采用的概念化为需要集体批准的个人行为改变提供了新的见解。

更新日期:2022-11-09
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