Too old for a circular solar economy? Age dynamics in the acceptance of solar and circular value propositions
利用家庭调查数据，研究了年龄与太阳能光伏采用及循环价值主张兴趣之间的关系，发现光伏采用在65岁前随年龄增长而增加，但对循环太阳能价值主张的兴趣随年龄下降，为政策制定者和企业管理者提供了代际包容性建议。
Population ageing and the sustainable energy transition are significant transformations of the twenty-first century. In this paper, we use household survey data to assess the interplay between age, the adoption of solar photovoltaics (PV), and interest in circular value propositions. Circular business models may mitigate the upcoming PV waste stream while enabling access to renewables. As a sustainable transition towards a circular economy and society requires the participation of all groups in society, this work contributes to understanding age-related dynamics in customer acceptance of solar and circular value propositions. We apply Tobit, logit, and multinomial logit regressions, controlling for covariates that have been identified as important moderators in earlier research, including income and educational attainment. Our findings reveal an increasing adoption of solar PV up to the age of 65, and a negative relationship between age and interest in circular solar value propositions. Older consumers report lower interest in technology and in financial considerations and report differential perspectives of environmental benefits compared to their younger counterparts. Our results highlight differences in value propositions and barriers across age groups, enabling the identification of recommendations for policymakers aiming for intergenerational inclusiveness and business managers serving multigenerational market segments in a sustainable transition. • Solar PV adoption increases with age, peaking at 65, followed by a decline. • Interest in solar PSS and PV reuse models declines consistently with age. • Age groups value environmental benefits of circular value propositions differently. • Educational attainment mitigates ‘feeling to old’ to invest in solar PV. • Policies should address end-of-life contractual uncertainties to foster circularity.