Environmental motivations for energy use in PV households: Proposal of a modified norm activation model for the specific context of PV households

The diffusion of renewable energy progressed, but reductions in energy consumption remain important. Beyond technology and economic factors, environmental motivations seem important for associating renewables with energy savings. Based on the modified norm activation model (mNAM), we investigated how environmental motivations, other psychological, technological and monetary aspects influence the self-reported energy-saving behavior of PV households. 425 PV households participated in an online questionnaire via PV-related web portals. Path analysis indicated a good fit of the mNAM. Problem awareness and awareness of consequences predicted personal norms. Subjective norms contributed to personal norms in PV households that installed a PV system in or after 2012. Perceived behavioral control was not relevant. PV monitoring and an affinity for technology added explanatory power and explained variance in energy-saving behavior and electricity consumption, especially in PV households that installed a PV system before 2012. Insights can be gained for policy decision making concerning PV.