There is something new under the sun: A Qualitative Study on how Corporations in Northern Europe buy Rooftop Solar PV

Sammanfattning: Corporations play a vital part in accelerating the transition to a renewable energy system which is a crucial sector to decarbonise to be aligned with the Paris Agreement. One way in which they can contribute to the transition is through the deployment of rooftop solar PV plants that produce renewable electricity. While scholars have thoroughly investigated what factors affect the adoption of a variety of green practices, technologies, and energies, few studies examine how these factors affect the adoption of rooftop solar PV in the context of an organisational buying process. With a novel use of theoretical frameworks and 17 in-depth semi-structured interviews, this master thesis outlines how corporations in Northern Europe buy rooftop solar PV, what factors affect their organisational buying process and how. The result is a new proposed theoretical framework that outlines the organisational buying process for rooftop solar PV which indicates that a variety of factors affect the buying process relating to the technology, organisation, environment and supplier. The implication of this master thesis is the proposed conceptual framework for how corporations buy rooftop solar PV which can inform suppliers, policymakers and potential customers of rooftop solar PV plants. Suggestions for future research include redoing the study with a more diversified sample and restricting it to control for the experience the respondents have with regard to rooftop solar PV.