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The purpose of this paper is to explore citizens’ willingness to invest in photovoltaics.

To meet the aim of the research, a questionnaire survey was conducted in the island of Evia in Greece using the method of random stratified sampling. A total of 366 responses were analyzed using both descriptive and inductive statistics methods, such as principal components analysis, K-means cluster analysis, discriminant analysis and binary logistic regression.

The research results indicate that 73per cent of the respondents would invest in renewable energy sources, whereas 55per cent of them would specifically invest in photovoltaics. Regarding their views on photovoltaics, three components were extracted; photovoltaics positive effects, facilitations for investments in photovoltaics and photovoltaics’ performance. Area of residence, annual income and the above-mentioned three components of views on photovoltaics were found to be statistically significant for the dichotomous variable of willingness to invest in photovoltaics. Among the examined variables, photovoltaics performance found to contribute the most in increasing respondents’ willingness to invest in photovoltaics.

The study filled the literature gap concerning citizens’ willingness to invest in photovoltaics in Greece. Furthermore, the research results made feasible to understand the factors that can lead in an investment decision for photovoltaics.