Analýza spotřebitelského chování na trhu s fotovoltaickými elektrárnami

Abstract

The bachelor's thesis focuses on the analysis of consumer behavior in the photovoltaic power plant market in the Czech Republic. The aim is to identify key factors influencing the decision-making process of Czech households when transitioning to renewable energy sources and to propose recommendations for entities operating in this industry based on the collected data. The theoretical part defines the basis of consumer behavior and characterizes the specifics of the photovoltaic market in the domestic context, including the legislative and subsidy framework. The practical part is based on quantitative research conducted through a questionnaire survey. The results of the analysis confirm the dominant influence of economic parameters, such as financial return and cost savings, but also point to the importance of non-economic motives, particularly the perceived moral responsibility towards future generations. Furthermore, the thesis examines the influence of socio-demographic factors on attitudes towards state support and the willingness to invest in these technologies. The findings provide a practical framework for more effective targeting of marketing communication and optimization of business strategies for companies in the renewable energy sector.