This study regarded the in-house use of solar power generation by farmers as a type of new technology adoption and clarified the following points through case studies. First, the major hurdle for that is the cost. The case studies show that farmers manage to accomplish the in-house use of photovoltaic power generation by accumulating reducing utility costs, using subsidy programs, and income from the sale of surplus electricity. Second, in the case of in-house use of photovoltaic power generation, time and seasonal fluctuations in supply and demand are also an issue. Storage batteries are a powerful means to cope with this, but they are currently too expensive for farmers to introduce them. In addition, it is difficult for farmers to improve their corporate image solely through the in-house use of solar power alone. It is necessary to appeal to the public to combine using solar power and other environmental conservation activities. Policies such as feed-in tariff have a significant impact on the willingness of the agricultural sector to use solar power.
