  Although there is a clear indication that stages of residential decision
making are characterized by their own stakeholders, activities, and outcomes,
many studies on residential low-carbon technology adoption only implicitly
address stage-specific dynamics. This paper explores stakeholder influences on
residential photovoltaic adoption from a procedural perspective, so-called
stakeholder dynamics. The major objective is the understanding of underlying
mechanisms to better exploit the potential for residential photovoltaic uptake.
Four focus groups have been conducted in close collaboration with the
independent institute for social science research SINUS Markt- und
Sozialforschung in East Germany. By applying a qualitative content analysis,
major influence dynamics within three decision stages are synthesized with the
help of egocentric network maps from the perspective of residential
decision-makers. Results indicate that actors closest in terms of emotional and
spatial proximity such as members of the social network represent the major
influence on residential PV decision-making throughout the stages. Furthermore,
decision-makers with a higher level of knowledge are more likely to move on to
the subsequent stage. A shift from passive exposure to proactive search takes
place through the process, but this shift is less pronounced among risk-averse
decision-makers who continuously request proactive influences. The discussions
revealed largely unexploited potential regarding the stakeholders local
utilities and local governments who are perceived as independent, trustworthy
and credible stakeholders. Public stakeholders must fulfill their
responsibility in achieving climate goals by advising, assisting, and financing
services for low-carbon technology adoption at the local level. Supporting
community initiatives through political frameworks appears to be another
promising step.
