Energia solar e economia comportamental: o caso da Solar City
DOI:
https://doi.org/10.5902/1414650968215Palavras-chave:
Energia solar, SolarCity, Economia comportamentalResumo
A geração distribuída de energia solar ocupa um papel de destaque no atual processo de transição energética. Existem, entretanto, fatores que podem limitar a velocidade de expansão na adoção desta tecnologia. Um primeiro fator é a limitação na capacidade de investimento na aquisição do sistema fotovoltaico. Um segundo fator é relativo à racionalidade na tomada de decisão. Economistas comportamentais têm evidenciado que vieses comportamentais tendem a se manifestar de forma sistemática e previsível em julgamento e tomada de decisão. Este trabalho estuda o caso da empresa SolarCity, líder no mercado de energia solar distribuída nos EUA entre 2007 e 2016. O objetivo é identificar possíveis barreiras comportamentais no processo de adoção da tecnologia fotovoltaica e avaliar a eficácia do modelo de negócios implementado pela empresa em neutralizá-las. O modelo de negócios da SolarCity, com a estratégia de criação de comunidades solares e adoção da estrutura de pagamentos mensais, se mostrou consistente com dois tipos de intervenção no sentido de neutralizar essas barreiras: o uso de influências sociais e a adoção de mecanismos de neutralização do viés do presente e da aversão a perdas.
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