On the ground in sunny Mexico: A case study of consumer perceptions and willingness to pay for solar-powered devices

The Mexican government's rural electrification strategy included distribution of solar panels at virtually no cost to the final user. The paper investigates whether the early 'involuntary' adopters of the technology (governmental program beneficiaries) would be interested in becoming 'voluntary' adopters, manifested through their WTP. Based on interviews with 75 recipients of solar home systems, living in remote rural communities in Queretaro, the goal of this study is twofold: a retrospective investigation of experiences with solar technology and forward-looking evaluation of WTP for additional solar devices. The study records general satisfaction with solar technology, but also documents cases of improper use and erroneous beliefs about solar power. Suggested follow-up actions include the introduction of maintenance and consumer education programs. The surveyed households were willing to pay for more electric devices in the future, especially additional solar lights and solar panels.