Let the Brazilian sun shine in: Building credibility for solar energy by developing research-based concepts and communication

This paper examines how market research helped clients developing the first solar photovoltaic energy (SPV) venture in Brazil, by identifying the public's myths and concerns, and testing reactions to develop and refine the key communication tool: a solar eco-label.

Let the Brazilian sun shine in: Building credibility for solar energy by developing research-based concepts and communication

Fabián Echegaray

INTRODUCTION

"Solar energy is the future of energy". Few remarks could bring together disparate players like Greenpeace and the International Agency of Energy,1)institutions usually perceived as speaking from opposite sides. Yet consensus around the immense possibilities of solar photovoltaic (SPV) technology to address our energy problems reveals that rare capability of coalescing those rallying around social and environmental interests and those acting based on mainstream business-minded principles. After all, if solar energy is the future of energy, then it...

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