Photovoltaic panels diffusion in Switzerland: understanding adopters profiles using clustering methods

• Multi-dimensional studies provide a holistic view of PV adopters. • Clustering methods are key to develop tailored policies. • Even if PV adopters face an unfavourable context, particularly regarding subsidies, they are highly self-reliant and possess strong environmental attitudes. • Potential roles of professionals as change agents for the diffusion of PV during renovations. • Harness social influence to facilitate the vertical diffusion of PV systems. The adoption of photovoltaic panels (PV) by households is essential to meet residential Swiss energy transition targets. While previous studies have mostly focused on the factors influencing PV adoption by comparing adopters with non-adopters, few have acknowledged the heterogeneity of adopters and examined how these factors interrelate and differ among them. This study examines how factors associated with PV adoption differ among groups of adopters, and how these differences relate to socio-demographic, household and building characteristics and the geographic context. In 2022, we surveyed 1300 Swiss PV adopters. To segment the adopters, we used factor analysis and clustering methods factors associated with PV adoption. This multi-dimensional approach revealed recommendations for supporting PV adoption: (i) seize opportunity windows, such as renovations, for professionals to act as change agents, (ii) leverage attitude towards energy-conscious behaviour and perceived control over the technology, and (iii) leverage social influence for vertical diffusion.