Title: Adoption of stationary fuel cells: a focus group study with potential users

Authors: Cornelia R. Karger, Richard Bongartz

Addresses: Programme Group Humans, Environment, Technology (MUT), German Research Centre Juelich (FZJ), 52425 Julich, Germany. ' Programme Group Humans, Environment, Technology (MUT), German Research Centre Juelich (FZJ), 52425 Julich, Germany

Abstract: This study is concerned with the adoption of stationary Fuel Cells (FCs) for energy supply by different user groups. FCs are an emerging technology, which many enterprises hope to launch on the market in the coming years. Based on Rogers|s innovation diffusion theory, we conducted six focus groups with 49 industrial users and six focus groups with 54 different private end-consumers. We analysed advantages and barriers as seen by the potential users and investigated what relevant motives underlay their decisions to invest in such an innovative technology. The findings indicate that FCs may not be adopted very quickly. In our conclusion, we point towards communication strategies that could be used when this technology is launched on the market.

Keywords: consumer adoption; stationary fuel cells; energy supply; user groups; technology marketing; innovation diffusion theory; investment; motivation; communication strategies.

DOI: 10.1504/IJTMKT.2008.017337

International Journal of Technology Marketing, 2008 Vol.3 No.1, pp.1 - 19

Available online: 28 Feb 2008

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