Marketing Strategies to Use Solar Energy in Homes

Abstract

Grounded in the disruptive innovation theory in this single case study, the purpose of this case study was to explore homeowner’s awareness of the benefits of solar energy. Twenty residential homeowners were interviewed face- to-face to explore: 1) perceived benefits of solar energy in their county in Ohio and 2) perceptions of the rationale behind the marketing strategy of solar energy systems sold for residential use. Inductive analyses and coding interpretation to explore the participants’ responses revealed 3 themes: the existence of environmental benefits for using solar energy systems, the expensive cost of equipment associated with government incentives, and the lack of marketing information available for consumers use. The study’s finding indicated that homeowners were largely unaware of the lack of marketing strategies and social change implications through community awareness. The implications for positive social change include the potential to enable corporate leaders, small business owners, and entrepreneurs to develop marketing strategies for renewable energy systems. These strategies may promote solar energy systems as a clean, renewable, and affordable alternative electrical energy source for the 21st century.