Residential Photovoltaics Adopters Versus Considerers in the United States

Abstract

Despite rising interest in residential photovoltaics (PV), the percentage of homeowners who have installed them remains low. This study seeks to understand systematic behavioral differences between PV adopters and PV considerers. PV considerers have talked to an installer but have not yet installed PV. Our results suggest that, compared to adopters, considerers have a lower degree of risk aversion, higher scores in terms of pro-environmental norms, and higher levels of novelty seeking and independent decision making.