A study from The Ohio State University highlights that financial savings are the main reason U.S. adults are willing to adopt solar power, whether through rooftop panels or community solar programs. The research also identified a significant lack of awareness about community solar options.
Financial savings are the primary motivator for U.S. adults considering solar power adoption, according to new research from The Ohio State University. The study, published in the journal Energy Research & Social Science, indicates that saving on utility bills and avoiding electricity rate hikes are key drivers behind the willingness to install rooftop solar panels or subscribe to community solar programs.
The researchers conducted a nationwide survey to measure consumer perceptions of both rooftop and community solar energy. While past studies have explored rooftop solar views, this is the first to assess public opinion on accessing community solar power for household use.
The findings suggest that policymakers and industry leaders should emphasize the practical benefits of solar energy in their marketing campaigns to boost residential adoption. Financial savings and property value improvement without significant risk emerged as critical factors.
“Emphasizing the practical benefits of adopting solar, whether it’s rooftop or community, might be the most effective avenue to achieve increased adoption in the real world,” first author Naseem Dillman-Hasso, a doctoral candidate in the School of Environment and Natural Resources at Ohio State, said in a news release.
A significant insight from the study was the lack of public understanding of community solar, demonstrated by the fact that most participants had not explored it.
Senior author Nicole Sintov, an associate professor of behavior, decision making and sustainability at Ohio State, emphasized the need for increased awareness.
“Community solar is a great option for people who are unable to access rooftop solar,” Sintov said in the news release. “We show that there are still some significant barriers to entry, and we’ve got to start with letting people know what it is.”
Community solar, which enables multiple customers within a defined geographical area to receive credit on their electricity bills for energy produced by an off-site solar array, offers a viable alternative for those who cannot install rooftop panels.
However, the study revealed that participants were less willing to consider subscribing to community solar compared to rooftop installation.
“You don’t want to adopt something that you don’t know about,” added Dillman-Hasso. “Given the realities of community solar having much lower barriers to adoption — you don’t need financing and you don’t have to physically put panels on your roof — it was interesting to see that the willingness to adopt community solar was lower than rooftop.”
This indicates a substantial knowledge gap and potential apprehension about newer electricity distribution methods. Sintov advocates for enhanced efforts to raise awareness about community solar.
“In this case, lack of awareness is a barrier, and I think both policymakers and entities that are trying to sell community solar plans could be working toward raising awareness,” she added.
The study assessed a sample of 1,433 U.S. adults, asking about their willingness to adopt solar and their engagement in actions such as researching options or contacting industry experts. Respondents evaluated statements representing practical, symbolic and environmental attributes related to solar adoption.
Statistical analysis showed that positive perceptions of all three attributes increased respondents’ willingness to adopt solar energy. However, practical benefits, particularly financial savings, were the strongest predictors.
As of 2022, only 8% of U.S. homeowners had installed rooftop solar panels, according to the Pew Research Center. Installation costs, after application of a federal tax credit, range between $17,000 and $23,000 on average.
The Ohio State study highlights the necessity of educating the public about community solar and its benefits, indicating a need for targeted outreach to overcome adoption barriers.
Source: The Ohio State University