Talking Cash or Talking Environment?Target-group specific communication of community solar offerings

摘要: This research investigates the role of emphasizing financial benefits in communication strategies for community solar offers. While current literature suggests, based on motivational crowding-out theory, that extrinsic a behavior undertaken due to intrinsic motivation impacts such negatively, this article finds evidence opposite effect. To examine effect customers’ willingness subscribe solar, an experimental study included pre-test was designed. The (N=59) conducted laboratory setting using eye-tracking and survey measurements. main online with Swiss electricity customers (N=195). In both samples, no statistical identified when were emphasized. contrast, samples specific customer segments responded positively emphasized (i.e. their increased significantly). As result, suggests different options customer-segment-based maximize overall long term.