To promote the diffusion of environmentally friendly equipment, appropriate measures need to be taken for each target group. This study evaluated changes in the influence of mass media on PV installation intentions by generation, based on over 10 years of consumer awareness survey data and the number of newspaper reports.

This study examines new value proposition presented in promoting environment-friendly residential facility. Relationship among changes in social background, consumers’ intention/ value and solar PV systems introduction is evaluated over the last decade since before the Great East Japan Earthquake.