The effect of mass media factor on promoting solar energy diffusion in residential consumer market

In this paper, an agent-based model of residential consumer market is developed for solar energy diffusion. As one kind of mass media factor, the specific propaganda for certain type of residential consumers is especially considered to formalize the adoption behaviour of residential consumer agents in the model. In order to have a comprehensive study for the effect of mass media factor, the residential consumers were divided into four types based on the population of each family. Simulation results show that promotion of solar energy cannot achieved without binding with electricity and natural gas. More equally the proposition of family is, better effect for the solar energy diffusion in residential consumer markets is. The conclusion can still be used for the effect of mass media factor for different family group.