Factors Influencing Farmers’ Perceived Values of Solar Houses in China: A Focus Group Study in Chongqing

Solar houses are important for Chinese farmers to improve quality of life. What are the farmers’ perceived values (FPVs)? In this paper, we report a focus group study in Chongqing, China. Four constructs are considered in the FPV model: economic, quality, social and emotional values. The most important construct is the economic value and the second one is the quality value. Between social and emotional values, this study cannot yield the proper ranking for the third and fourth places.