Users as Pioneers: Transformation in the Electricity System, MicroCHP and the Role of the Users

The electricity system in Europe and Germany is undergoing transformation. One interesting development is the emergence of distributed generation which may imply a number of economical and environmental benefits and lead to a more sustainable electricity supply. Small cogeneration plants (MicroCHP) are a possible building block for distributed generation. Considerable market potential for these plants is forecasted by some analysts, and MicroCHP also has environmental advantages in terms of climate gas and pollutant emissions. The paper explores the role of the end user in the introduction of MicroCHP. Diffusion of a new technology needs dedicated “pioneers” to bring it into the market. But what are these pioneers’ characteristics, interests and motives? Hypotheses are formulated on the basis of analogous cases (e.g. buyers of solar systems). First empirical results are presented from focus group discussions with applicants for fuel cell MicroCHP systems. It turns out that the pioneers are a highly educated, high-status group with a distinct technical interest. Environmental concerns are very important, and they are tightly interwoven with fascination for technology and the optimism that there is a technical solution to environmental problems. The ideal of autarchy is also an important motive for the pioneers. Economic feasibility does play a part, but financial benefit is not the decisive motive. Pioneer users are eager to promote the new technology and are therefore an important partner in any diffusion strategy.