Forecasting the Market Penetration of Energy Conservation Technologies: The Decision Criteria for Choosing a Forecasting Model

An important determinant of our energy future is the rate at which energy conservation technologies, once developed, are put into use. At Synergic Resources Corporation, we have adapted and applied a methodology to forecast the use of conservation technologies. This paper briefly discusses the observed patterns of the diffusion of new' technologies and the determinants (both sociological and economic) which have been proposed to explain the variation in the diffusion rates. Existing market penetration models are reviewed and their capability to forecast the use of conservation technologies is assessed using a set of criteria developed for this purpose. The reasoning behind the choice of criteria is discussed. The criteria includes the range of hypothesized influences to market penetration that are incorporated into the models and the applicability of the available parameter estimates. The attributes of our methodology and forecasting model choice (a behavioral lag equation developed by Mathtech, Inc.), are displayed using a list of the judgment criteria. This method was used to forecast the use of electricity conservation technologies in industries located in the Pacific Northwest for the Bonneville Power Administration.