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A recent study highlights the financial advantages of rooftop solar panel installation and community solar subscriptions as primary motivators for U.S. adults considering solar energy options. The research, conducted by scholars at The Ohio State University, sheds light on consumer perceptions regarding solar power adoption.
The study represents a pioneering effort to assess public sentiment about community solar energy, building upon previous works that have primarily focused on rooftop solar perceptions. Researchers aim to provide insight into how to enhance public interest in these renewable energy solutions.
According to the findings, researchers recommend that policymakers and industry advocates elevate marketing campaigns to stress the tangible benefits of solar energy, such as cost savings and increased property values, while mitigating risks. This approach could potentially boost residential solar adoption levels.
“Highlighting the concrete advantages of solar energy, whether it be through rooftop panels or community-oriented models, may be the most impactful strategy for fostering greater adoption,” stated Naseem Dillman-Hasso, the study’s lead author and a doctoral candidate in the School of Environment and Natural Resources at Ohio State.
The study uncovered that a significant number of participants lacked a clear understanding of community solar. This gap indicates a pressing need for public awareness campaigns to make this increasingly accessible renewable energy option more widely known, as asserted by Nicole Sintov, a senior author and associate professor specializing in behavior, decision-making, and sustainability at Ohio State.
“Community solar offers a viable alternative for those unable to install rooftop systems,” Sintov explained. “Our findings reveal notable barriers to entry, underscoring the necessity of educating the public about its potential.”
The results of this research have been published in the journal Energy Research & Social Science.
Data from the Pew Research Center shows that by 2022, 8% of U.S. homeowners had invested in rooftop solar installations, with costs ranging between $17,000 and $23,000 after factoring in federal tax credits. Community solar programs, in contrast, allow energy derived from distant solar arrays to be supplied to multiple customers within a designated area, resulting in credits on their electricity bills based on their share of energy production.
Despite the generally low uptake of residential solar energy solutions, Sintov and Dillman-Hasso sought to explore what influences households to consider solar as a potential energy source.
The study was founded on a consumer behavior theory, identifying three main factors driving the adoption of sustainable innovations: practical advantages (instrumental attributes), social consciousness (symbolic attributes), and environmental protection (environmental attributes).
A total of 1,433 adults across the United States participated in an online survey, which inquired about their willingness to adopt rooftop or community solar energy and whether they had actively engaged in researching these options through conversations or consultations with experts.
Respondents were also asked to express agreement or disagreement with various statements relating to the instrumental, symbolic, and environmental benefits of solar energy adoption. Statements included claims like “installing solar panels reflects my status as a good community member,” “would reduce my expenses,” and “is a great way to lower my environmental impact.”
The statistical analysis pointed to a positive correlation between favorable feelings toward all three attributes and the respondents’ willingness to explore rooftop or community solar options. However, the factors associated with practical benefits, particularly financial considerations, emerged as the predominant influence, according to Dillman-Hasso.
The strong emphasis on practical factors within the findings was unexpected, alongside another intriguing insight: participants showed a lower inclination to consider community solar subscriptions compared to rooftop installations, despite the latter not being a viable option for those who do not own their homes or cannot afford the installation costs.
“If you aren’t familiar with a concept, you are less likely to adopt it,” Dillman-Hasso remarked. “The lower barriers associated with community solar—no need for financing and no physical installation—make it interesting that respondents were more inclined toward rooftop options.”
Sintov, drawing from her expertise as a behavioral scientist, expressed her reluctance to generally call for “raising awareness,” but acknowledged that community solar necessitates such efforts. “A lack of awareness poses a significant barrier, and it’s imperative for both policymakers and community solar providers to focus on increasing public knowledge,” she suggested.
This research concentrated on individuals’ willingness to adopt solar energy rather than the actual installation or subscription process. In ongoing studies, Sintov and Dillman-Hasso are examining different demographic groups to identify motivations for ongoing participation in solar energy initiatives.
This initiative received support from Interstate Gas Supply, an independent energy supplier, which includes solar energy among its offerings.
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