Talking Solar - Eine qualitative Analyse verhaltensrelevanter Kommunikationsinhalte in Beratung und Verkauf von Photovoltaik

As a result of a switch to energy production by means of photovoltaic systems, changes in consumption behaviour are possible, which, with an increase in electricity consumption, lead to a reduction in positive environmental effects and thus to a so-called rebound effect. This master thesis examines the emergence of this behavioural changes from a communicative perspective and attempts to answer the question, which contents and messages in the communication about photovoltaic systems are conveyed and to what extent these messages could induce behavioural changes regarding electricity consumption. In order to answer this research question, on the one hand, the sales communication based on the websites of 109 german solar installers is examined. On the other hand, the communication in the context of solar consultations is analyzed, for which five expert interviews with consultants of the Verbraucherzentrale Nordrhein-Westfalen and the Klimaschutzagentur Region Hannover are conducted. The evaluation of the study material is performed using a qualitative content analysis, which combines both data sources in the sense of triangulation. The results of the analysis show that in sales communication as well as in solar consulting not only non-behavioural information is conveyed but also some messages, which can promote financial or psychological rebound effects. At the same time, also few messages are identified that could facilitate electricity savings. In conclusion, it is advisable to focus the communication on photovoltaic systems more intensively on their overriding basic benefits - the successful implementation of the energy system transformation and the fight against climate change through renewable electricity generation - and thus give more importance to the responsible consumption of energy.