Energy Research & Social Science
, surveyed over 1,400 adults across the United States to understand their perceptions of solar adoption. While previous studies focused on rooftop solar, this is the first comprehensive assessment of public opinion on community solar. The findings highlight a significant gap in public awareness regarding community solar and its potential benefits.
According to the Pew Research Center, only 8% of U.S. homeowners had installed rooftop solar as of 2022, despite federal tax credits. Community solar presents a more accessible option, particularly for those who can’t afford the upfront costs or don’t own their homes. However, the study found that participants were less willing to consider community solar compared to rooftop solar, suggesting a need for increased public education.
Researchers identified three key attributes influencing the adoption of sustainable innovations: practical purposes (instrumental attributes), conveying social consciousness (symbolic), and protecting the environment (environmental). While all three factors played a role, the practical benefits, primarily financial savings, emerged as the strongest predictor of willingness to adopt solar.
“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,” said Naseem Dillman-Hasso, lead author of the study.
Nicole Sintov, senior author and associate professor at Ohio State, added, “Community solar is a great option for people who are unable to access rooftop solar. We show that there are still some significant barriers to entry, and we’ve got to start with letting people know what it is.”
The study underscores the importance of marketing campaigns that highlight the cost-saving potential of solar energy to encourage wider adoption. For policymakers and industry leaders, focusing on the financial incentives and increasing awareness of community solar could be key to unlocking a more equitable and sustainable energy future for the United States. Future research will focus on the factors that contribute to customers signing up for and sticking with solar energy in the long term.