Consumer Evaluation of Agrovoltaics on Tourist Farms

Abstract

Agrovoltaics, which is farm-based photovoltaic power generation, has been attracting attention in recent years as an approach to improve both productivity and sustainability in agriculture. However, public awareness regarding agrovoltaics is limited, and its social significance is not fully understood. This study examined the significance of agrovoltaics from the perspective of consumers in tourist farms. The analysis revealed that consumers recognized the benefits of agrovoltaic canopies in tourist farms. Generally, consumers did not appreciate the implementation of solar power generation. However, the implementation of photovoltaic power generation was appreciated by consumers who had experience of tourist farms and knowledge about agrovoltaics.