In recent years, the transition toward sustainable energy sources has emerged as a critical component in combating climate change and securing the future of global energy systems. Among the various renewable technologies, solar power stands out due to its versatility and accessibility. Yet, despite robust technological advances and favorable economics, residential solar adoption remains relatively modest across the United States. A pioneering study by researchers at The Ohio State University sheds new light on the factors influencing American households’ willingness to embrace solar energy, particularly examining both rooftop installations and the less understood model called community solar.
This groundbreaking investigation delves into the nuanced consumer perceptions and motivations behind solar adoption. Unlike prior research, which has predominantly focused on rooftop solar, this survey offers the first comprehensive assessment that includes community solar—an innovative approach where multiple customers subscribe to receive energy credits from an off-site solar array. Community solar has been championed as a means to democratize renewable access, especially for renters or those unable to invest in rooftop panels. Yet, as the empirical findings reveal, public familiarity with community solar remains surprisingly low, imposing a significant barrier to its broader acceptance.
Central to the study’s framework is a theory rooted in consumer behavior, highlighting three categories of attributes that shape the decision to adopt sustainable innovations. These attributes encompass instrumental attributes, which refer to practical benefits such as financial savings; symbolic attributes, which relate to social identity and signaling environmental consciousness; and environmental attributes, reflecting a personal commitment to reducing ecological impact. By deploying this multidimensional theoretical lens to a robust national sample of 1,433 U.S. adults, the researchers were able to dissect the relative weight of each motivator on solar adoption willingness.
The results reveal an insightful hierarchy of influences. Financial and practical considerations overwhelmingly dominate consumer interest. Participants consistently identified monetary savings, protection against utility rate increases, and increasing property values as primary incentives to consider solar energy solutions. This finding stands out as particularly impactful since it suggests that campaigns emphasizing tangible economic benefits may be far more effective at increasing solar uptake than those relying solely on appealing to environmental ethics or social symbolism.
Despite the clear advantages associated with community solar programs—including the absence of upfront installation costs and no need for homeownership—survey respondents displayed less enthusiasm for community solar than for rooftop systems. This counterintuitive outcome may be explained by unfamiliarity or apprehension regarding community solar’s operational model, highlighting an urgent need for more effective educational and marketing strategies. This knowledge gap not only limits consumer willingness to engage with community solar but also constrains an equitable distribution of solar benefits across income and housing tenure demographics.
The disconnect between community solar’s accessibility and its public perception underscores broader challenges in renewable energy transitions. As policy-makers and industry stakeholders seek to expand solar adoption while fostering energy equity, addressing informational voids emerges as a fundamental task. This study explicitly calls for an intensified focus on raising awareness around community solar’s existence and mechanisms to overcome perceived novelty and complexity. The implications reach beyond simple advertising campaigns, demanding collaboration across public agencies, utilities, and social scientists to craft messaging that resonates across diverse populations.
Moreover, the study’s demonstration that practical, instrumental attributes are the most potent predictor of solar adoption willingness helps recalibrate public discourse. While environmental stewardship remains a noble goal, emphasizing fiscal pragmatism could unlock adoption rates that have plateaued under solely green appeals. Given the average cost of rooftop solar after federal tax credits ranges from $17,000 to $23,000, consumers naturally weigh the financial calculus heavily. By reframing solar as an economically sound, stable investment rather than just an altruistic endeavor, advocates may tap into broader market segments.
This research further distinguishes between the behavioral intentions and actual adoption practices. While willingness to adopt solar represents a meaningful psychological precursor, the path to actual installation or subscription involves complex steps including information seeking, peer discussions, and interactions with industry professionals. Future investigations, as noted by the study authors, are already underway to elucidate these downstream behaviors among different adopter cohorts. Such work promises to deepen understanding of retention, satisfaction, and long-term engagement with solar technologies.
The Ohio State University team employed rigorous survey methods designed to capture a nationally representative picture of solar attitudes. The deployment of validated psychometric scales allowed for systematic assessment of the triad of instrumental, symbolic, and environmental dimensions. This quantitative approach, paired with sophisticated statistical modeling, empowered the researchers to isolate the strongest predictors and identify surprising patterns. For example, the stronger preference for rooftop solar over community solar despite community solar’s lower entry hurdles was a significant, unexpected insight.
Solar energy remains a cornerstone of climate mitigation policy and a potentially transformative economic opportunity. However, the uneven adoption among different demographic groups may exacerbate existing inequities. The study draws attention to this dimension, emphasizing the role of community solar in enabling participation among renters, low-income households, and those with unsuitable rooftops. Expanding community solar infrastructure could thus play a key role in fostering energy justice, provided that educational efforts match technical progress.
Ultimately, these findings bear strategic importance for solar advocacy groups, policymakers, and energy providers alike. The paramount importance of highlighting financial benefits may inform targeted messaging strategies, subsidy designs, and consumer outreach programs. Additionally, increasing transparency and understanding around community solar will be essential to unlock its full potential as a transformative renewable energy platform accessible to all segments of society. Such efforts could accelerate the transition toward a more sustainable and equitable energy future.
As the solar industry continues to innovate and scale, integrating social science insights into technology deployment strategies will be essential. The study from Ohio State University represents a critical step toward bridging the gap between technical feasibility and consumer acceptance. By elucidating the psychological and practical considerations shaping adoption behavior, it equips stakeholders with knowledge to design more effective policies and market interventions. The journey toward widespread residential solar adoption, though challenging, is increasingly navigable through informed, evidence-based approaches.
This research was recently published in the journal Energy Research & Social Science and supported financially by Interstate Gas Supply – Energy, an independent supplier of energy solutions including solar. It underscores the multidimensional challenges and opportunities surrounding sustainable innovation adoption and calls for an integrative strategy centered around practical benefits and robust consumer education. As the U.S. continues to confront the twin challenges of climate change and energy equity, embracing these insights will be crucial in mobilizing citizens toward cleaner, more resilient power systems.
Subject of Research: People
Article Title: Can we achieve equity in residential solar adoption? Public perceptions of rooftop and community solar in the United States
Web References:
- Research article: https://www.sciencedirect.com/science/article/pii/S2214629625001033?via%3Dihub
- Community solar basics: https://www.energy.gov/eere/solar/community-solar-basics
- Pew Research Center on home solar adoption: https://www.pewresearch.org/short-reads/2022/10/14/home-solar-panel-adoption-continues-to-rise-in-the-u-s/
References:
Dillman-Hasso, N., Sintov, N. et al. (2025). Can we achieve equity in residential solar adoption? Public perceptions of rooftop and community solar in the United States. Energy Research & Social Science. DOI: 10.1016/j.erss.2025.104022
Keywords: Residential solar adoption, community solar, rooftop solar, renewable energy equity, consumer perception, sustainable innovation adoption, instrumental attributes, energy behavior, energy justice, solar energy marketing, solar policy, energy transition
