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SOLARENERGY
Solarenergyhas receivedlittleattentioninsurveysoftheAmericanpublic.Several
questionsonsolarenergyhavebeenaskedin14nationalsurveyscontainedin this
review.Solarenergyisoftenincludedinlistsofenergysourcesforpeopletoapprove.
Mostoftheinformationdiscussedinthissection,however,comesfrom 12detailed
studiesoflocalsamplesandsubgroupsofthepopulation.Thesubgroupswereusually
definedbyresearchersasrepresentingthe"potentialmarket"forsolarenergydevices.
Thesampleswerehomeowners,homeseekers,orpeoplewhosaidtheywouldbuyahome
withinafewyears.Thesesamplesoftenwerenotrandomlydrawnandthepercentages
reportedinfindingscannotbeinterpretedasrepresentingthegeneralpublic.Whatthese
studiescanrevealistheopinionofpotentialcustomerslocatedthroughspecial
sampling.Theycanalsoshedlightonthemajorconcernsofrespondentsaboutsolar
energy.
Veryfewsurveyitemsaskedaboutjudgmentofsolarenergy'stechnicaleffectivenessand
feasibility.AHarrisstudyin1975,andagainin1976,askedanationalsamplewhetheror
nottheythoughttheUnitedStateshadatthattimethetechnicalknowhowtobuild
enoughsolarenergyplantstomeetourelectricpowerneeds.Inbothyearsaboutequal
portionsofthepublicfelttheknowhowexistedordidnotexist.Thegeneralpublic
differedmarkedlyonthisquestionfrompoliticalleaders,businessleaders,and
regulators,mostofwhomsaidthetechnologywasnotyetdeveloped.Most
environmentalists
alsothoughtthetechnologywasnotyetdeveloped,althoughby1976nearlyonethird
felttheUnitedStateshadtheknowhow.Themajoritythoughtitwouldtake10
yearsormoretobuildenoughsolarpowerplantstomeetamajorpartofourelectric
powerneeds.Mostpoliticalleaders,businessleaders,andregulatorsexpectedittotake
morethan25years[141].
AstudyinArizvnafoundabouthalfthesampleagreeingthatsolarenergyispractical
today,andonefourthsaidtheywerenotsure.Whenaskedifsolarenergywas
predictable
enoughtobedependableforwidespreaduse,40percentwerenotsure,whileabout
40percentsaiditwassufficientlypredictable[201].AsurveyofhomeownersbyRUPI,
Inc.(1977),foundalargemajorityagreeingwiththestatement,'?Themostpromising
energysourceofthefutureisthesun," withonefourthindicatingitwasthenlikelythat
theycouldgetresidentialsystemswhichmadeeconomicsense.AstudyofSanDiego
homeownersfoundjustoverhalf sayingthatsolarequipmentforhomeswasavailable
at
thetimeofthestudy.Aboutonethirdthoughtitwouldbefiveyearsor morebeforeit
wasavailable[252].
Oneitemaddressedsolarspacecooling.In1974alittleoverhalfofanationalsample
thoughtitsoundedreasonable,and45percentsaiditsounded'prettyfarfetchedv[141.
Climatewasseenbysomeasadrawbacktosolarenergy'sfeasibilityinseveralareas.*
InSanDiegooverhalfofhomeownerssampledagreedwiththestatement,"Solarmay
not
*Kg., Phoenix;KansasCity;Minneapolis;NewYork;Washington,D.C.;and San
Diego.
workinyourareabecauseoftoomanycloudsorfogaTtThreeoutoffourthoughtsolar
powermightnotworkbecauseofcoldtemperatures[25P.Climateproblemswere
mentionedbyrespondentsasamajordisadvantageofsolarpower(seeTable52). Climate
wasalsomentionedasadisadvantageofsolarapplicationsinthreeotherstudies
E209;302;Scott,19761.
Otherconcernsaboutthefeasibilityandeffectivenessofsolarenergymentionedby
repondentsinsevenstudiesincluded:(1)solarenergyisstillexperimental[117;209;252;
Scott,19761;(2)itwouldnotproduceenoughheat[104,209,2521; and(3)storage
problems
[252,3021.
Insummary,abouthalfoftwonationalsamplesandonelocalsamplethoughtsolarenergy
wastechnicallyreadynowtoproduceelectricalpowerorotherenergyneeds.Another
localstudyfoundhalfperceivingsolarenergyasafuturebutnotnecessarilyapresent
option.Specialsamplesofpolitical,business,regulatory,andenvironmentalleaders
thoughtsolarenergywasnotcurrentlyfeasible asreportedinonestudy.Climate,storage,
andneedforbackupwereperceivedbysampleminoritiesasproblemsassociated
withsolarfeasibility.Thesuggestionfromthesefindingsisthatsolarenergywasperceived
bymanyasnotcurrentlycapableofproducingmuchofthenation'senergysupply,
duetoconstructionneedsanditsexperimentalstatus.
RELATIVEADVANTAGE
Somedataaddressedtheadvantagesanddisadvantagesofsolarenergyforthenationasa
wholeandforindividuals.Advantagesofsolarenergyhavereceivedmoreattentionin
surveysthandisadvantages.
Table51displaysfactorsthatmightenterintoasolarpurchasedecisionastheywere
rankedbyalargesampleofhomeseekersusingaforcedchoice4tem.Perceptionsofthe
advantagesanddisadvantagesofsolarenergyoneachoftheseissueshavebeenexplored
inotherstudiesaswell.Thediscussionbelowpresentsfindingsoneachofthesefactors.
InitialPrice
Thecostofasolarsystemwasmentionedinstudiesmostoften asadisadvantage.Cost
canbebrokendownintoseveralcomponents;whenitemspermitted,respondentsoften
madethesedistinctions.Initialpricehasseveralaspects,suchasincreaseddownpayment,
increasedmortgagepayments,problemsgettingloans,etc.AstudyofDenverand
Philadelphiahomeseekersfoundpeoplemoreconcernedaboutincreasesinfirstcostand
mortgagepaymentsthanincreasesindownpaymentandproblemsgettingloans[Scott,
19761.Theproportionmentioningcostasadisadvantageinthisstudywas28.2percent.
Thesesamehomeseekerssaidthatmonthlypaymentsorincreasesininitialcostwerethe
mostimportantfactorstothemincomparingsolartoconventionalhomes.Respondents
inColoradoSprings,Colo.listedinitialcostasthemostimportantfinancialconcern(and
secondmostimportantoverallconcern),followedbyoperatingcosts,maintenancecosts,
andinsuranceratesEl 051.
Tables52and53showthatcostrankedfirstas avolunteereddisadvantageofsolar
energyandasareasongivenfornegativesolarpurchaseintentionsamonghomeowners,
homebuyers,andsmalllocalsamplesofthegeneralpublic.Theproportionmentioning
costvariedfrom31to59percentinthedifferentsamples,andamongthosewhochose
TABLE5-1
Assumethatyouareconsideringasolarhotwatersystemforyournew
home.Listedbelowareanumberoffactorsthatmightenterintoyour
decisiononwhetherornottopurchasethesystem.Pleaseindicatethe
-FOURcharacteristicsthatwouldbemostimportanttoyouinmakingyour
decisionbyplacinga"1" nexttothemostimportant,a"2" nexttothe
secondmostimportant
....
(RUPI, Inc.,1977)
DecisionFactor
ProportionRanking
1stor2nd
Initialpriceofsystem
Reductionofutilitybills
Reduceddependenceuponutilitycompanies
Repairandupkeepcostofthesystem
Civicdutytohelpconserveenergy
Numberofyearssystemwill last
Desireforacleanerenvironment
Amountof(heat)hotwaterprovided
Increaseintheresalevalue ofthehouse
Nanufacturer'sreputation
Availabilityoffinancingforthe system
Solarcollector'sappearanceontheoutsideofthehouse
TABLE52
VOLUNTEEREDDISADVANTAGESOFSOLARENERGY
Study302~
Cost,Initial1
cost (21%)
Climate problems
/~torage,
etc*(14%)3
Solarunits
mightbeugly
(6%)4
Scott, 1976~
(N = 599)
Cost
(28.2%)
Ma in t enance
(10.9%)
Stillexperimental
(6.2%)
Questionreliability
(5.7%)
Obsolescence
(2.2%)
Lack of
confidence (1 %)
~limate/positon
restrictions
(4%)
Appearance
(9*3%)
R-ank
1
3
5
6
9
10
8
4
Study252'Study104~
Scott,1976~
Rank(N = 599)
Sawnothing
unattractive
(13%)
Talkedtoowner
(0.3%)
Resalemarket
value(4.2%)
Other (28%)
Study 252= Study 104~
Needstobe
controlledso
itdoesn'tget
toohot(2%)
2Don'tknow,
nothingdis
liked(10%)
a ,, Whatisleastattractiveaboutsolar heatingandcooling?"
b"~hatarethethreemostimportantreasonswhy youwouldnotconsiderbuyingasolarhome?"
'"~ndwhat,ifany,arethethingsyou thinkyouwoulddislikeaboutusing solarenergy
systems
forahome?Whatarethedisadvantages?"
d"~isdtisadvantagesofhomesolarheat
." Nopercentagesprovided.
Noneedforit
(11%)
Don'tknowif
willstayin
houselong
enough ( 10%)
Need moreinformation
(4%)
Properservice
andrepairsnot
yetavailable
(1%)
SituationnotUnnecessary
2critical(5%)6(3%)3
Notfeasible,Housetooold
houseconstruc- (3%)4
tion(12%)3
3
Poorhouse
location(1%)8
NotenoughinforDon' tknowwllat
6mation(24%)2it isorwhat
it involves (6%) 2
Undependable,impractical
(6%)5
Other(18%) 2
Performance
problems,maint
enance, warr
anties(13%)
Toonew (9%)
Like the house
I have now(5%) 5
Don'tknow
enough,need
advicebefore
buying(13%)3
I'mtoooldto
buy a new home
(4%) 6
TABLE53(continued)
Study25Za Study117~ Study120' Study20gd
210) Rank
Bills arePoorreturnon
cheapernowinvestment(1%)9
(4%)5
Unsafe(3%)
Climate,weather
(3%)
Backupheat
source needed
(1%)
'"whydoyousay that?"(Asked ofsinglefamilyhomeownerswhoindicatedtheywould
probably
ordefinitelynotbuysolar systems forretrofitattheirestimatedprice.)
b~isrteasonsfornotconsideringuse ofsolarenergy.(Askedofthe generalpublic
whosaid
they hadnotconsideredusingsolarenergy.)
=~easonswhysolar hotwater heaterwouldbedifficulttoadopt. (Asked ofsinglef
amilyhomeowners
whosaidtheyhadnotinstalledasolar waterheaterentiresample).
d"~isrteasonsagainstbuyingasolar home." (Askedofthosesampledhomeownersand
homebuyerswhosaid theypreferredaconventionaltoasolarhome.)
*Rankistheordinalrankingofthenumberofresponsescodedintoeachcategoryfromanopen
endedquestion,1most responses,etc,
nottopurchasesolarenergy,from30to82percentofthesubsamples.Costwas,in all
cases,mentionedmorefrequentlythanotherperceiveddisadvantages.
AstudybyRUPI, Inc.(1977)askedhomeownersandhomebuyersineightU.S. cities
about
perceptionsofsolarheatingandhotwatersystems.Respondentsfelt(byabouttwoto
one)thatthepriceofasolarwaterheatingsystemwouldbetoohigh.Noclearfindings
onexpectationsaboutincreasesinmortgagepayments or downpaymentswerefound.
Moreofthissampletendedtoagreethandisagreethatitwouldbeeasytoobtainfinancing.
Thesefindingsindicatethatfirstcostofasolarsystemisamajordisadvantage
perceivedbyhomeowners.Sincesurveyshavenotaskedpeopleabouttherelative
importance
oftheseveralaspectsofthiscost(downpayment,mortgagepayments,andloan
requirements)itisimpossibletodeterminewhichareperceivedasmostimportant.
ReductionofUmtvBiUs
PerceivedadvantagesofresidentialsolarenergyaresummarizedinTable 54.Scott
(1976)foundhomeseekers(39.4percent)tobeveryconcernedabouttheamountoffuel
savingstheycouldexpectfromasolarheatedandcooledhouse.Theyrankedthisfactor
secondonlytoincreasesininitialhomecostasimportantinjudgingalternativesolarand
conventionalhomes.DatasummarizedinTable54indicatethat76percentofanother
sample[25amentionedcheaperutilitybillsasaperceivedadvantageofsolarenergy
(comparedto59percentmentioningcostasadisadvantage).
Studieswhichaskedaboututilitybillsfoundmostpeopleexpected.theuseofsolarenergy
tolowerthesebillsforthehomeowner.OverhalfoftheSanDiegoCountyhomeowners
sampledbelievedstronglythatwithsolarenergytheirutilitybillswouldbelower[254.
RUPI,Inc.(1977)foundmorethanhalfoftheirsampleagreeingwiththestatement;"A
solarsystemwouldlowermyutilitybillss~bstantially.~T~hemostoftenvolunteered
advantagesinTable54aresavingresources,savingenergy,andcostsavings.These
werementionedby17to31percentofsamples.Inaddition,lowcostwasmentionedby
16percentinmeofthesesamples.Theseadvantagesmayhavebeentiedtoexpected
reducedutilitybills.Reductionofutilitybillswasperceivedbyhomeownersand
homebuyers
infivestudiesasanimportantadvantage.Therearenodataonhowthegeneral
publicviewsthisfactor[209;252;302;Scott,1976;RUPI,Inc.,19773.
RahcdDepemdenceon UtilityCompanies
Reduceddependence,whenofferedasachoicetorespondentsintheRUPIstudy,was
chosenbymanypeopleasanimportantfactorintheirpurchasedecision.Thisadvantage
ofsolarenergysystemswasalsovolunteeredintwoofthefivestudiesrepresentedin
Table54.*MostrespondentsintheRUPI studyagreedthatasolarwaterheatingsystem
wouldprotectthemfromfutureenergyshortages.Suchprotectionandreduced
dependencewereseenasadvantagesofsolarenergysystems.
System Maintenmnce
Scott(1976)foundmaintenance(especiallycosts)tobeofgreatestconcerntopeoplein
decidingtopurchaseasolarhome.ThreestudiesinTables52and 53mentionsystem
*Thisitemcouldhavefallenintothetlothervcategoryoftheremainingthree.
148
maintenanceasaspecifieddisadvantageofsolarsystems.Scottfoundthistobethe
secondmostoftenmentioneddisadvantage,notedby10.9percent.ResponseslikeI1question
reliability,l1l1toonew,"%asnftbeentestedenough," %tille~perirnentala,~nd~%ostI1
couldexpressconcernsaboutmaintenance,performance,andeffectiveness.Maintenance
specificallyandtheuncertaintyofexperimentalsystemsgenerallyseemtobe
commonconcerns.Yet,respondentsintheSanDiegoGasandElectricstudy(1976)
seemedtohaveconfidenceinsolarsystems.Overhalfagreedstronglywithstatements
thatsolarheatingisreliable,rarelybreaksdown,andthatmaintenance issimpleand
relativelyinexpensive.TheRUPIstudyfoundopiniondividedonwhetherrepairand
upkeepcostsforasolarsystemwouldbelow.Apluralityofrespondentsdidnotknow
howtoanswer.Anotheriteminthisstudyaskedpeoplehowlikelytheythoughtitwas
thattheycouldcurrentlyobtainreliableanddependableresidentialsolarwaterheating
systems.Again,responsewasequallydividedbetweenthosewhothoughtitwaslikely
andthosewhothoughtitwasnot.Alargenumberdidnotknow.
OneoftheexplanationsgivenbySanDiegorespondentswhowouldnotbuysolarsystems
wasthatproperserviceandrepairswerenotyetavailable[2521.Aboutonethirdof
respondentsintheRUPIstudyagreedwiththestatement,IIManufacturersofsolar
systemswouldbelittlecompaniesthatwouldbeheretodayandgonetomorr~w.A~b~out
halfdisagreedwiththisstatement.Thisconcernmayalsohavebeenrepresentedinsome
oftheresponsesaboutmaintenance,reliability,andnewnessofsolarsystems.
Ontheotherhand,twoofthefivestudiesinTable54showIflowmaintenanceI1asa
volunteeredadvantageofsolarenergysystems.Thisnotioncouldalsobeincludedin
othergeneralstatementsrespondentsmadeaboutadvantagesoflowcostandhigh
efficiencyinsolarsystems.
Somerespondentsidentifiedmaintenanceasadisadvantageofsolarenergysystems,
whileothersidentifiedeasymaintenanceasanadvantage.Thestudiesdonotpermit a
conclusionaboutwhatportionsofthegeneralpopulationorofhomebuyersholdthese
differentviews.
CivicDutyto HelpCorrserve
Althoughthisitem,whenpresentedtorespondentsintheRUPIstudy,wasselectedasan
importantfactor,itwasnotvolunteeredasanadvantageinthestudieslistedinTable54.Probablysuchgeneralresponsesas"savesresources,?I"fuelsavings,"andllsaves
energyvcouldincludecivicaswellaseconomicconcerns.
Numberof YeamSystem Will Last
AlthoughRUPIfoundconcernforsystemlifetimementionedlessoftenthanothercost
considerations,Scottfoundhomebuyersmoreconcernedabouttheexpectedlifeofa
systemthanitscostandeffectsontheirpayments.Shortsystemlifewasnotavolunteered
disadvantage,norwaslongsystemlifevolunteeredasanadvantage,as seenin
Tables52and54.Suchconcerns,again,couldbeincludedinresponseslistingthe
untestedandexperimentalnatureofsolarpowerasadisadvantage.MostSanDiego
homeownersagreedthatsystemswouldlastalongtime[2521,andmostrespondentsin
theRUPIstudyfeltsolarsystemswouldlastaslongasanyothersystem.
Althoughsystemlifeisaconcerntopeoplewhenmakingapurchasedecision,itisnot
clearfromtheexistingdatawhethersolarenergyisperceivedtohavetheadvantageor
not.
VOLUNTEEREDADVANTAGES OF SOLAR
Scott, 1976~
(N = 533)
Study 104~
Rank(NS400) Rank
Study302~
(N = 270)
Study252'
Rank*Ra nlc(N = 392)
Saves resources
(17%)
Fuel savings
(39.4%)
Savesenergy
(31%)
No pollution
(12%)
Cn
0
Cheaper
utility bills
(76%)
Efficient, Economical
practical (3.4%)
Always available
(22%)
Sunlight avail-
4 able
Depend less on
utilities (8X)
Low maintenance
cost (8%)
Safer, no radiation
or gas
fumes (10%)
Nothing good
about it at all
(3.3%) 5
Comfort (0.9%)
TARLE 5-4 (continued)
Study30za S c o t t , 1976~
given.
*Rankistheordinalrankingofthenumberofresponsescoded intoeachcategoryfromanopen
endedquestion,1= mostresponses,etc.
DesireforaCleanerEnvironment
ThisconcernwasnotofferedtorespondentsintheScottstudyforcommentaboutits
importanceinapurchasedecision,butrespondentsdidlistitsecondonlytofuelsavings
asamajuradvantageofsolarenergy.FourofthefivestudiesinTable 54foundpeople
volunteering"nopollution,""cleanheat,"orffenvironmentallysoundtTasanimportant
advantageofsolarheat.NearlyeveryrespondentintheSanDiegostudyagreedstrongly
thatsolarenergyisacleanandnonpollutingsourceofenergy[251.Anationalstudyin
1977foundamajoritybelievingsolarenergytobeacleanand nonpollutingsourceof
energy(77percent)12283.Threequartersoftherespondentsinanotherstudyfeltthat
solarheatwouldcontributetoacleanerenvironment[Scott,19761.
Itisnotclearwhateffectthisadvantagehasonpurchasedecisions,butthe"clean"
aspectofsolarenergywasan advantagementionedbyfourto46percentofsamples,and
wasrankedasthetopadvantageinonestudy[log.
Amountof HeatandHotWaterProvided
Thisfactorisrelatedtofuelsavingsand performanceconcerns.SanDiegorespondents
(threepercent)weretheonlyoneswhomentionedthisspecificdisadvantageofsolar
energy12521
. Worriesaboutrequiredbackupsystems,storage,andclimaticproblems
couldberelatedtothisperceivedproblem.RUPI drewdisagreementfromhalftheir
samplewithastatementthatasolarhotwaterheatingsystemwouldnotprovideenough
heattobeworthwhile.Asizableminoritydidnotknowhowtorespond.
Performancewasidentifiedasimportanttothepurchasedecisionandlowoutputwas
seenasadisadvantageofsolarsystemsbyafewrespondents.
IncreaseintheResaleValueoftheHouse
Scottfoundconcernabouttheeffectofasolarheatingsystemontheresalevalueof
homes(mentionedbyaboutfourpercentofthesample).Poorreturnoninvestmentwas
mentionedinonestudybyonepercent11171(seeTable53).
Otherstudiesindicatethatmostpeoplebelievedsolarsystemswouldincreasethevalue
oftheirhome.Higherhomeresalevaluewasan advantagevolunteeredbyafew
respondents
inoneofthefivestudiesinTable54.Scott(1976)foundmorethanhalfagreeing
thatinstallingasolarsystemwouldincreasetheresalevalueoftheirhomes.About
threefourthsofthosesampledinColoradoSpringsandSanDiegofeltthathavingsolar
energywouldincreasethevalueoftheirhouse[252,104.Ownersofsolarhotwater
heatersinSanDiegotoldMarylanderMarketing(1976)thattheybelievedthevalueof
theirhomeswasincreasedbythesystems.
Thesestudiespresentmixedresultsastohowimportantresalevaluechangesareto
purchasedecisions,withtheweightoftheevidencesomewhatonthesideofperceived
relativeadvantageinresalevalue.Forsome,atleast,increasedresalevalue isan
expectedadvantageofsolarenergy.
SolarCollectortsAmearanceon OutsideofHouse
SixpercentofrespondentsinastudybyTRW inPhoenix,KansasCity,andMinneapolis
volunteeredappearanceasamajordisadvantageofsolarsystems[302].Althollghother
studieshavenotfoundthisdisadvantagesuggested,RUP1foundthatpeopledisagreed
twotoonewithastatementthatsolarcollectorswouldbeanattractiveadditiontotheir
homes.Scottfoundthatpeopleweremoreconcernedabouttheappearanceofasystem
onthehome(9.3percentofthesample)thantheywereaboutproblemswithgettinga
loantobuyit.MostselfselectedvisitorstoaColoradoSpringssolarhomesaidthey
likedeverythingaboutitsappearancethatwasquestioned(CityofColoradoSprings,
1974).Anationalstudyin1974foundthatover60percentfeltasolarenergyunitmade
nodifferenceintheoverallappearanceofabuilding,whileaboutathirdsaidthesohr
unitwasunattractive[14%AstudyofNebraskafarmerswhoviewedaphotovoltaic
imigationdemonstrationfoundrdspondentsunwillingtoagreeordisagreethatthesystem
wasvisuallyunattractive[Lilien,19771.Thisresponsewasthesamebeforeandafter
viewingthedisplay.Thesefarmersthoughtcombustionpowered andelectricsystems
werelessunattractive,buttherewasnoindicationofhowimportantfarmersfeltthis
featuretobe.
Theappearanceofsolarcollectorsandothersolardeviceswasnotconsideredpleasingby
minoritiesintwostudies,andamajorityinone.Solarsystemswereconsideredattractive
bymajoritiesintwostudies.Thesefindingsaretooinconsistenttopermitconclusions,
exceptthatforsome,aestheticfeaturesofsolarsystemsmaybeconsidered
advantageous,whileforotherstheymaybedisadvantageous.
OtherFactors
OneadvantageofsolarenergyvolunteeredintheCampbellstudywasthat itwasinnovative
[209, Table5-41. Indeed,MarylanderMarketing(1977)foundthatmanyownersof
solarsystemslikedbeingthoughtofaspioneersbytheirneighborsandfriends.Thismay
beanimportantadvantageofsolarsystemstothosewhoactuallymakepurchase
decisions.Theotherstudiesconsideredhererepresenttheopinionsofhomeowners and
homebuyers,notactualadoptersofsolarsystems.Someeffortwasmadetodetermine
howpeoplewouldfeelaboutthereactionsofotherstotheirpurchaseofasolarsystem.
Scottfoundpeoplesayingtheywouldhaveverylittleconcernovertheopinionsoffriends
andneighborsindecidingtobuyasolarsystem.RUPIdidnotaskabouttheimportance
ofothers1opinions;instead,statementswerepresentedandrespondentsaskedifafriend
noticingtheirnewsolarcollectorwouldbelikelytomakesuchastatement.Most
respondentsexpectedneighborstocommentthatsolarsystemswouldincreasetheir
propertyvalue,savethemmoney,andshowtheywereenvironmentallyresponsible.Most
peopleexpectedfriendstosaythingslike,"Itlookslikeagoodidea,butonlytimewill
tell,ttand"InafewyearsI'llbeabletogetabettersystematalowerprice.t1People
wereequallydividedoverwhetherafriendwouldsay,"Boy, isthatugly.'lThese
respondentsprobablytendedtoexpectfriendstorespondthewaytheyactuallydidto
solarenergy.
ComfortwasanadvantageofsolarenergymentionedbyonepercentintheScott(1976)
study.Thisissuewasnotmentionedintheotherstudies.Forpeoplewhostatedthat
theywouldnotconsiderasolarsystem,thefeelingthatitwasunnecessarywasexpressed
bythreeto11percent(seeTable5-3).* Unsuitabilityofpresenthomeandunwillingness
tomakeachangewerealsomentioned.
Insummary,whiletheperceivedcostofsolarenergywasmentionedmostfrequentlyasa
disadvantageofsolarsystems(byupto82percentofsamples),savingsinfuelandcosts
werementionedmostfrequentlyasanadvantage(byupto76percentofsamples).Other
perceivedadvantagesofsolarenergyidentifiedinthesestudieswere:(1)environmentally
desirable,(2)aestheticallypleasing,(3)plentiful,(4)decreaseddependenceon
utilities,(5)savingresources,(6)safe,and(7)higherresalevalueofhomes.Other
perceived
disadvantageswere:(1)maintenancecostand reliability,performance,(2)climate
problems,(3)storage,(4)aestheticallydispleasing,(5)lowerresalevalueofhomes,
and(6)dangerous.
KNOWLEDGEAND INFORMATIONSOURCIS
Afrequentlymentionedexplanationgivenbypeoplewhosaidtheywouldnotconsider
buyingasolarsystemwasthattheydidnotknowenoughaboutitorneededmore
information,
mentionedbyfourto24percentofsamples[117,120,209,254.Ontheother
hand,afew(0.3percent)saidtheywouldnotconsiderasolarsystembecausetheyhad
talkedtoanownerofsuchasystem(Scott,1976).Informationcouldaffectpurchase
decisionspositivelyornegatively.Theevidencefromthesestudiessuggeststhatpersons
neededmoreinformationaboutsolarenergybeforetheycouldmakeadecisionaboutit.
AnationalstudyinMay1974foundninepercentofrespondentshadseen,inperson,a
"unitthattransformedheatfromthesunintoenergy."About42percentsaidtheyhad
neverseensuchaunit[142].RUPI,Inc.(1977)foundthattwothirdsoftheirsampleof
homeownersandhomebuyershadneverseenahousewithsolarcollectorsontheroofor
intheyard.Aboutthesamenumber,however,saidtheyhadreadarticlesaboutit.The
Scottstudy(1976)alsofoundabouttwothirdsoftheirhomeseekerrespondentssaying
theyhadreadsomeartidesand/orothermaterialaboutsolarenergy.
Inanationalsample,83percentsaidtheyhadheardsomethingaboutplanstousesolar
energytoheatbuildings;fewerhadheardofusingsolarenergytocoolbuildings[142l.A
studyofattitudestowardwindenergyconductedinfivepartsofthecountryfound
threequarters
ofthesamplehadheardsomethingaboutusingsolarenergytogenerateelectricity
andalittleoverhalfhadheardofusingwindenergythisway[303].
Majoritiesintwospecialstudiesandonenationalsurveyhadheardsomethingabout
using
solarenergyforspaceheatingandforgeneratingelectricity.Otherusesappeartobe
lesswidelyknown.Evenamongthegroupconsideredthemostlikelytousesolar
energy,**awarenessofotheruseswaslowerthanforspaceheating.Inonestudy,these
peoplewereaskedtolistotherwayssolar energycanbeused.Abouthalflistedwater
heating,slightlyfewermentionedcoolingandpoolheating.Aboutonefourthmentioned
runningelectricappliances[252].
Mostrespondentsintwostudiestendedtounderestimatetheactualcostofsolar
heating.Anationalstudyin1974foundoverhalfofrespondentsguessingacostofless
than$3,500toequipanaveragehomeforhotwaterandspaceheating. Athirdanswered
*ThisresponsewouldagreewithfindingsinChapter3aboutbeliefintheenergycrisis.
**Homeseekem,homeowners,andpotentialhomebuyers.
correctlythatthecostwouldbebetween$3,500and$10,000.Another15percent
thoughtitwouldcostover$10,000[14fl.AsurveyofSanDiegohomeownersshowed
aboutfivepercentcorrectlyguessedthecostofinstallingsolarhotwaterandspace
heatingintheirhomes.Mostpeopleguessedlow12521.
Theproportionofrespondentswhoknewaboutotheraspectsofsolarenergywasalsolow
comparedtothosewhosaidtheywillconsiderbuyingit.InDenver, 92percentofcitizens
sampledcoulddefine"solarenergy"butlessthan16percentknewaboutlifecycle
costing,degreedays,retrofitting,energycostofownership,orsunshinerightsofway
11 201
Onlyonestudyaskedpeopletodefinewhatinformationtheywouldliketohavebefore
makingadecisiontobuyasolarheatedandcooledhome.IntheScottstudy(1976)most
answerstothisquestionwerecategorizedasl1otherU(35percent).Thismakesinterpretation
ofthelistedresponsesdifficult.Table55liststheseresponsesinrankorder.
ThesearesimilartothepurchasedecisionfactorsmentionedinTable51.Information
aboutcostandreliabilitywasfrequentlymentionedinthisstudy.
IntheSanDiegostudy,homeownerswereaskedfromwhomtheywouldseekinformation
onsolarenergy.Morethanhalfsaidtheywouldgotofederalenergyagenciesfirst.The
localutility*waschosenasthesecondplacetogo.Localheatingandairconditioning
contractorswerechosennext,followedbyplumbingcontractors.Ofthepeoplewho
listedT'otheruplaces(justunderhalf),lessthan10percentsaidtheywouldgoto"a
companythat'specializesrinsolarenergy,"indicatingafairlylowlevelofpreference
(possiblybecauseoflowawareness)forsuchcompanies,ascomparedtopublicentities
andlocalheatingandplumbingcontractors[25a.
CONCERNABOUTRISK
Thisissuewasaddressedinthreestudies.MosthomeownerssampledinSanDiegobelieved
solarenergytobeasafeandunlimitedsource[%a.TwostudiesinTable52
foundminoritiesmentioning"unsafeTTor%auldbedangerous"asadisadvantage.Some
peoplewereexplicit:theysaidsolarheating"needstobecontrolledsoitdoesn'tgettoo
hot."Somerespondentsinthissamestudylisted%afernasanadvantage,mostlikelyan
implicitcomparisontoconventionalsystems.Thesedatadonotindicatewhetherthe
safetyofsolarenergyisperceivedasanadvantageoradisadvantage.
Otheraspectsofconcernaboutriskwerediscussedinprecedingsectionsontherelative
advantageofsolarenergy.Questionsofreliabilityandmaintenanceexpressconcern
abouttheindividualrisksInvolvedinadoptingasystem.Convictionthatsolarenergyuse
iscleanandnonpollutingistheinverseofsuchconcernfromanenvironmentalperspective.
Eachofthesewerementionedinresponsetoopenendeditemsinseveralofthe
studiesreviewed.
BEHAVIORALINTENTIONAND ACTION
Threesurveysinthisreviewaskedpeopleiftheyusedsolarenergyintheirhomes[209,
Roper,19791.Thesesurveysshowedthat,nationwide,fewpeoplehadactuallyinstalled
solarheating.Roper(1979)usedtheitem:
*SanDiegoGasandElectricCompany.
TABLE5-5
InformationNeeded-% -Rank*
Other**
Initialcost
Maintenance
Longevity
Reliability
Fuelcostsavings
Performance
Warranty
See a solar home
Alternatives
Cordort
*Rank istheordinalrankingofthenumberofresponsescodedintoeach
categoryfromanopenendedquestion,1= most responses,etc.
**"Othermresponses notdefined.
Herearesomefairlynewthingsthatnottoomanypeoplehave.[Card
shownrespondent,listing:(a)microwaveoven;(b)videotaperecorder;(c)
solarpoweredheatingunit(toprovideeitherheatorhotwater); (d)
refrigeratorthatkeepsmakingiceautomaticallywithoutyourhavingtofill
thetrays;(e) electricfoodprocessor(slices,chopsvegetables,etc.].
Whichofthesethings,ifany,doyouhappentoown?"Fewerthan0.5percentofthe
samplerespondedthattheyownedasolarheatingsysteminJanuary1979,withno
measurablechangesinceJanuary1978whenearlierdataonthisitemwerecollected.In
examiningthecrosstabulationsonthisitem,however,thefollowingpatternsofsolar
ownershipemerged*:
Onepercentofthesampleaged1829andonepercentofthose3044owned
systems.Thus,approximatelyonepercentoftheyoungeradultagecategories
(1844)alreadyownsolarsystems.
AboutonepercentofthoseintheNortheastandonepercentintheWestowned
solarsystems,comparedtolessthan0.5percentintheMidwestandSouth.
Onepercentofthoseinthemostruralcounties(minormarketswithpopulations
under35,000)reportedowningsystems,withlessthan0.5percentofthosein
morepopulatedgeographicareas(includingmajormarkets)reportingsolar
ownership.
Ofthefourincomecategories,noneshowedmorethan0.5percentsolarownership
exceptthoseearning$7,000to$15,000ayear,onepercentofwhom
reportedowningasolarsystem.
Onepercentofthosewithanycollegeeducationweresolarownerscomparedto
lessthan0.5percentofallothereducationalcategories.
Foroccupationalcategories,onepercentofexecutive/professionalworkers
reportedsolarownershipasdidonepercentofbluecollarworkers.Lessthan0.5
percentofwhitecollarworkersreportedownership.
Republicansreportedonepercentsolarownership;DemocratsandIndependents
reportedlessthan0.5percent.
Onepercentofpoliticalliberalsreportedsolarownershipcomparedtolessthan
0.5percentofconservativesandmoderates.
Politicalandsocialactivists(~opecrharacterizestheserespondentsas"thought
leadersn)reportedtwopercentsolarownership.
*Demographiccategorieswereasfollows:(a)Age:1829,3044, 4559,60+;(b)Income:
$7K,$715K,$l525K,l$25K;(c) Geographicarea:NE,MW,SO,WST; (d)Education:any
college,highschoolgraduate,nonhighschoolgraduate;(e) Occupation:
executive/professional,whitecollar,bluecollar;(f)Religion:Protestant,Catholic;(g)
Politicalaffiliation:Democratic,Republican,Independent; (h)Politicalphilosophy:
conservative,moderate,liberal;(i)Marketsize:Major(allcountiescomprisingthe 25
largestmetropolitanareas);Medium(allcountrieshavingapopulationof35,000+andall
countiesthateitherhaveapopulationof150,000ormorebutarenotpartofmajor
marketsorformpartofametropolitanareahavinganaggregatepopulationof150,000or
more);~ho(rallremainingcountiesinthecountry).
a Familieswithchildren1318yearsofagereportedonepercentownership,with
lessthan0.5percentownershipbyfamilieswithchildrenunder13yearsofage.
Onepercentoftheemployedfemalescategory(includingbothfulltimeandparttime
workers)reportedsolarownership.
Nodifferenceinsolarownershipwasfoundbythefollowingcharacteristics:
gender,race,religion,unionmembership,andonetotwopersonfamilies.All
thesecategoriesreportedlessthan0.5percentownership.
Althoughinterpretationoftheseresults,whichwerebasedoncrosstabulations,must
remainspeculative,theyseemtoshowthattherearecurrentlymorethantwotypesof
solarusersinthecountry.Thisisduetothefactthatdemographiccharacteristics
correlatedinknownways,andthepatternsofsolarownershippartiallyviolatethese
knowncorrelations.Forexample,onepercentofbothRepublicansandpoliticalliberals
reportedsystemownership,yetthesecategoriesaretoanextentmutuallyexclusive.
Similarly,executivesandbluecollarworkersaremutuallyexclusiveoccupational categories.
Whatthedatamightmeanisthatpresentsolarownerscomefromseveralwalksoflife.
Onegroupcouldbetheuppermiddleclassexecutiveorprofessionalfamily,perhaps
Republicaninpartyaffiliation;anothercouldbealiberal,young,middleincomegroup;
yetanothermightberuralinresidenceandperhapsbluecollar inoccupation.Solar
ownershipbyopinionleaders(asmeasuredbypoliticalandsocialactivism)isprobably
distributedamongthesekindsofsolarusers.
Study209estimatedthat0.01percentofcurrenthomeshavesolarsystems.TheDomestic
PolicyReviewCommitteeestimatedthatthereare40,000solarhomesintheUnited
States.*StatisticalAbstractsoftheUnitedStates(1977)reports 80millionhousing
units.Ifthisfigureisusedasabase,thereareabout0.05percentsolarhomes,or
aboutonesolarhomeforevery2,000homes.
AGalluppoll[2191queriedrespondentsabouttheirinterestinusing asolarenergysystem
forheatingtheirhomes.Aboutonefourthsaidtheyweredefinitelyinterested.
Nearlyhalfsaidtheyprobablyordefinitelywerenotinterested.Onlyonenational
surveyaddressedactionregardingsolarenergysoitisdifficulttoassessactualnumbers
ofsolarusers.
Fourstudiesaskedaboutbehavioralintentionconcerningsolarenergy.Roper(1979)
askedaboutsolarbuyingplansaswell assolarownership.Immediatelyfollowingthe
questionquotedearlier,thefollowingwasalsoasked:"Ofcourse, all ofthosethingsare
fairlyexpensive,butwhichofthem,ifany,doyouthinkyoumightbuyinthenexttwoor
threeyears?"Sixpercentofthesampleindicatedpossiblebuyingplansforthesolar
heatingunit,comparedtofivepercentoneyearearlier,inJanuary1978.The
demographiccharacteristicsofthosewhomightbuysolarsystemsaresummarizedin
Table56.
InanArizonacitizensurvey,nearly45percentstronglyagreedwiththestatement"1
wouldliveinasolarhome."Another35percentagreedandlessthan10percentdisagreed
[201].ADenverstudyofhomeowners,however,foundlessthanonefifthsaying
*
>
StatusReportonSolarEnergyDomesticPolicyReviewDepartmentofEnergy,
TABLE5-6
Here are some fairly new things that not too many people have. [ Card shown respondent,
listing: (a) microwave oven; (b) video tape recorder (for taping things off Tv); (c) solar
powered heating unit (to provide either heat or hot water); (d)refrigerator that keeps
making ice automatically without your having to fill the trays; (e) electric food processor
(slices, chops vegetables, etcwhich of them,
Demographic
Characteristic
Gender
Income
Race
Geographic
Market size
Education
Occupation
Religion
Political
affiliation
Political
philosophy
Families
Opinion
leaders
Union
members
Employed
f enales
if any,do you think you might buy in the next two or three years? (Roper, 1979).
Proportion Iadicatinq They Might Buy
Male, 7%
18-19, 19
<$7K, 5
White, 17
NE, 11
Major, 1
Any college, 20
Exec/Prof., 21
Prot., 21
Dem., 14
Cons., 17
Children (13, 19
MW, 17
Medium, 17, 18
H.S. grad., 18
Whte coll., 23
, 19
Modr., 13
Children, 13-18, 17
Female, 5
45-59, 16 60+, 5
15-25K, 20 >25K, 25
Black, 5
SO, 15 WST, 21
Minor, 10
<H.S.grad., 8
Blue coll., 16
Cath., 14
Ind., 17
Rep-
Libl. , 17
1-2 person, 12
theywouldconsiderinstallingasolarhotwaterheater[120],andtheRUPIhomeowner
samplecontainedlessthantwopercentwhosaidtheyhaddecidedtoinstallsolarequip
ment.
ManySanDiegohomeownersexpressedintentionsofbuyingsolarsystemsfornewhomes
(59percent)andasretrofittoexistinghomes(21percent);however,thesepeoplesaid
theywouldprobablybuyattheirestimatedprice.Evidencedescribedearliersuggests
thatmanyunderestimatetheactualcostofsolarsystems,andthatcostisamajorpurchase
decisionfactor.Itispossiblethat,knowingtheactualpriceofsolarsystems,
fewerpeoplemightsaytheywerewillingtobuy.
MarylanderMarketing(1976)askedpeoplewhohadboughtsolarwaterheaterswhythey
haddoneso.Themostfrequentlymentionedreasonwastosaveonfuel,althoughmost
peoplehadnotperformed sophisticatedfinancialanalysesbeforepurchase.Theybelieved
therewouldbeasavingsandthefirstcost"seemedreasonable"sotheymadea
purchase.
People'sintendedactions,givenvariouscostscenarios,wereinvestigatedinthreestudies.
Majoritiesindicatedtheywouldconsidersolarenergyifthepricewereequalto
thatofothersystems302,3061.
InTable57,dataarepresentedonresponsetosolarsystemsifcostwerethesameasfor
otherunits.Homeseekersinthesesamplesappearedtobemorewillingtoconsiderthe
ideaofsolarsystemsthanthegeneralpublicinthelocalsurveysreportedabove.Overa
thirdindicatedtheywouldlkonsiderseriouslyT1and34percent"wouldconsider"asolar
systemifthecostwerethesame[30a; 53percentwouldconsideritinanotherstudy
D04;83percentinanother(Scott,1976).
Fivestudiesexaminedconsumersensitivitytopriceincreasesanddecreases.Whensolar
energywas'saidtocostanunspecifiedamountmorethanotherenergy,thenumberof
peoplesayingtheywouldconsiderandseriouslyconsidersolarsystemsdropped24
percentagepointsfromfavorabilityatequalcost[3Oa.TheCampbelletal.(1977)study
ofcitizensinseveralpartsofthecountryalsofoundthepercentagewillingtoconsider
solarheatingdropped24pointswhenunitsweresaidtocost$20morepermonthrather
thanthesameasothersystems[209].Inbothstudiesaround40percentsaidtheywould
considersolarsystemsevenatthehigherprice.Gottlieb(1974),inastudyoftheresidents
ofpartsofTexasandColorado,foundthatnearlyhalfofrespondents (47percent)
agreedoragreedstronglywiththestatement:"1 wouldpayformorecostlysolarenergy
todecreasedemandfornewsourcesofpetrole~m[1~0~6].Thesedataseemtoindicatea
substantialminoritywhosaytheywouldconsidersolarenergyevenatsomewhathigher
pricesthanthealternatives,perhapsbecauseofperceivednonmonetaryadvantagesof
savingresourcesandreducingpollution.
TheCampbellstudyshowedlesscitizensensitivitytodecreasesinthecostofsolar
energy.Whensolarenergywassaidtocost$20dollarslesspermonth,thosesayingthey
wouldconsideritrose11percent.Tospeculate,thismaybeduetothefactthatthose
whosaidtheywouldnotconsidersolarenergyatequalcostwereveryconcernedabout
thedisadvantagesanddidnotconsiderlifecyclecostsaslikelytruecosts.Asnoted,
performance,maintenance,andclimateproblemsmaycontributetotheperceived%skinessn
ofinvestinginsolarsystems.IntheCampbellstudy,homeownerswereaskedif
theyfeltsolarheatingwascurrentlytoonewandexperimentaltoriskbuyingit.Over
halfthoughtitwasandabout40percentthoughtitwasnot.Ofthosewhothoughtitwas
toorisky,halfsaidtheywouldpurchasesolarsystemsiflifecyclecostswereequal.To
TABLE5-7
--
seriously35%
18
Wouldconsider345365
WouldnotconsiderI1 356
Don'tknow201211
a~fasolarwaterheatercostthe sameasotherunitswould you
considerbuyingone?(Citizens ofKansasCity,Phoenix,Minneapolis)
b~ssumingthecostis equal,wouldyouchoosethe wayyourhome is
presentlyheated,orwouldyouchoosesolar?(Citizens of
ColoradoSprings)
'Howstronglywouldyouconsiderbuyingasolarheatedandcooled home
foryournexthomeiffuelsavingsexactlymatchedtheincreased
mortgagecostsattoday'sfuelprice?(~omeseekersofDenverand
Philadelphia)
d~otaolf"wouldconsider"and"wouldconsiderseriously."
speculate,acertainamountofpersonaldiscountingoflifecyclecostfiguresmaybe
operatinginresponsesregardingpurchasedecisions,givencertaincosts,justasperceived
nonmonetarybenefitsofsolarenergymaybeoperatinginstatedpurchaseintentions.
TheScottstudyaskedindetailaboutfuelsavingsandmortgagepaymentsinconnection
withsolarsystems.Theresultsseemtobecontradictory.Respondentswereaskedhow
muchinaveragemonthlyfuelbillsasystemwouldhavetosave,givenanincreased
monthlymortgagepayment,forthemtoconsiderchoosingit.Onefourthsaidthey
wouldhavetosaveasmuchonfuelastheincreaseinthemortgagepayment.Overonethird
saidtheywouldhavetosavemorethantheincreasedmortgagepaymenttoconsider
asolarsystem.Whenaskediftheywouldspendanextra$1,000onreducingtheir
mortgagepaymentsoronreducingfuelbills,threeoutoffoursaidtheywouldinvestin
fuelsavingsandoneoutoffourchosereducingmortgagepayments.Tospeculate,this
couldmeanthatpeoplevaluereducingfuelbillsmorethanreducingtheircurrentmortgage
levelbutfindincreasedmortgagepaymentsmoreofadisadvantagethanfuelsavings
areanadvantageperdollar.
People'swillingnesstomakeotherthanmonetarysacrificestohavesolarenergyhas
beeninvestigatedintwostudies.OverhalfthesampledresidentsofLansing,Michigan,
saidtheywouldgiveuplivingspacetoinstallasolarheatingandcoolingsystemintheir
houses[106].TheScottstudy,however,foundsmallerroomstobetheleastacceptable
requirementofasolarheatingandcoolingsystem.Schedulechangesrequiredbysolar
hotwaterheaterswereacceptabletoabouthalfoftheresidentssampledinMinneapolis
andPhoenix[302].
EVALUATION
Publicattitudestowardtheideaofsolarenergycanonlybedescribedaspositive.Solar
energywasapreferredsourceforproductionofelectricityforover 90percentinlocal
studies[3031.HomeownersinSanDiegoratedsolarenergyasanexcellentidea [251.
HomeseekersinDenverandPhiladelphiafoundsolarsystemsappealingoverall,even
consideringfirstcosts,performance,fuelsavings,appearance,etc.(RUPI,Inc.,1977).
Rentersinseveralcitiesfavoredsolarheatingofhomes(85percent)[209].Although
onlyonestudyaddressedattitudestowardwindmills,amajorityfeltitwasa"good"idea
tousethemtogenerateelectricity[303].
Thispositiveattitudeisexpressedwhenpeopleareaskedaboutexpandingeffortsinsolar
technology.InJune1978,94percentofasampleindicatedtheywouldliketosee"work
onsolarenergyexpandedv(AtomicIndustrialForum,Inc.,1978).InFebruary1977the
mostpopularsteptowarddevelopingnewsourceswas:"Setupagovernmentprogramto
developsolarenergyn11531 Anothernationalstudyatthesametimeaskedpeopleabout
theimportanceofvariousstepstoincreaseenergysupply.Again,"expandingworkon
solarenergyvwasconsideredveryimportantbymorepeoplethananyotherstep(69
percent)[245].In1974alargemajority(86percent)thoughtthatequippingpublicbuildings
withunitsthat"transformtheheatfromthesun intoenergyforheatingandcooling1f
wasagoodidea[142].Arizonacitizensin1976favoredputtingmoremoneyinto
developmentofsolarenergy80tosix percent[201].Infourlocalstudiesandthree
nationalstudies,majorityfavorabilitytosolarenergywasexpressed.
PolicyPreferences
Mostcitizens
taxincentives
ofcitizensin
financialpro
Governmentincentivesforsolarenergywerefavoredinseveralsamples.
surveyedinastudybyTRW saidtheysupportedorprobablywouldsupport
toencouragetheuseofsolarheatingandcooling[302].Anotherstudy
severalcitiesfoundthreeoutoffourpeoplesayingtheyfavoredfederal
gramstohelpinstallsolarunits[209].AbouthalfoftheArizonacitizensamplefavored
taxincentivesforsolarenergydevelopmentanduse[201].*ARoperpollinNovember
1977foundthattaxdeductionsforhomeownersand businesseswhoaddinsulation,better
heatingsystemsorsolarpowerwasfavoredbymorepeople(73percent)thananyofthe
otherlistedstepstoconserve11473.InDecemberofthesameyear,favorabilitytowarda
specificproposalforataxcreditofupto$2,150formoneyspentoninstallingsolar
energyequipmentalonewasfavoredby69percent12431.Threeoutoffourhomeseekers
interviewedbyScott(1976)agreedthatthefederalgovernmentshouldchangethetax
lawsand/orprovidesomeformofincentivetothehomebuyertoencouragethepurchase
ofsolarhomes.Inall,sixstudiesindicatedstrongcitizensupportfortaxincentivesto
promotesolarenergyuse.
Probableresponsetosuchincentiveswasexaminedinafewstudies,whichincludeditems
askingpeopleiftheywouldinvestinsolarsystemsatvaryinglevelsofincentive.They
alsoaskedwhichtypesofincentiveswerepreferred.Thesefindingsarediscussedbelow,
organizedaroundthreetypesofincentives:taxcredits,lowinterestloans,andleasing
schemes.
Tax Credit.Onenationalsurveyaskedrespondentswhichofalistofchangestheywould
maketotheirhomesiftherewereanincometaxcredit.Fivepercentsaidtheywouldbe
likelytoinstallsolarheatingequipment[164.
BoththeScottandRUPI surveysofhomeseekersfoundanimmediatetaxcredittobethe
preferredincentivewhendollaramountswereequal.Taxdeductionsstretchingover
timewerelessfavored,butslightlymorepopularthanlowinterestloans.
IntheRUPI study,respondentswereaskediftheywouldliketodothepaperworkforthe
federalgovernmentandreceivethetaxcreditthemselvesorhavethebuilderorinstaller
oftheequipmentsubmitthepapersandcredittherebatetothepurchaseprice.Over
twothirdspreferredthe"selfreceivedrebate."
LowInterestLcrurs. RespondentsintheRUPI studyansweredtwotoonethatthey
would
bemorelikelytousealowinterestloanifitwereavailablethrough abankthanifit
wereavailablethroughagovernmentagency;toonethirdofthepeopleitmadeno
difference.Anequalnumberofpeoplesaidtheypreferredtoincludethesolarloanin
theirmortgageassaidtheypreferredtohaveaseparateloanonsolarequipment.About
onefifthhadnopreferenceforeitherplan.
*Overonethirdofthatsamplewerenotsureofhowtorespond.Thiscouldbeduetothe
questionwordingwhichrequireddisagreementtoshowfavorabilitytowardtaxcredits
120 11.
163
Leasing.LeasingwasanoptiondiscussedintheRUPI study;itwastheleastappealingto
respondentsoffourgeneralapproachesmentioned.RUPIaskedrespondentsifthey
wouldprefertoleaseanentiresystemfromautilitycompanywiththepossibilityof
buyingitinthefuture,ortopurchaseandownthesystemthemselves.Morepeoplehad
apreferencethaninotherquestions,andowningasystemwaspreferredtwotooneover
leasingone.
REGIONALDIPFERENCES
Solarenergyisasupplyoptionfavoredbynationalmajorities.Twonationalsurveys
includedquestionsaboutsolarenergyandperformedregionaltabulations.Theyshowed
thattheWestwasmoreinclinedtoviewsolarenergyasalongtermsourceandtheSouth
waslessinclined[152l.PeopleintheSouthwerealsomuchlesslikelythan therestof
thenationtoseedevelopmentofsolarenergyasanimportantsteptosolvetheenergy
crisis[1411.Informationfromthefewstudieswhichsampledmorethanoneregionand
fromcomparisonoflocalfindingssupportsthisresult.
Roper(1979)reportedsolarownershipbyonepercentofWesternandonepercentof
Northeasternrespondents,withlessthan0.5percentsolarownershipintherestofthe
nation.Californians(SantaClaraCounty)weremuchmorelikelytosaytheywere
willingtobuyasolarheatedhome(80percent)thanthoseinWashington, D.C.,New
YorkCity,orNoblesCounty,Minnesota(60to64percent).Californiansalsoweremore
inclinedtosaythatinstallingsolarheatintheirpresenthomewoulddemandtoomuchof
theirtimeandeffort(91percentcomparedto57percentforotherareas)[209].
Theeffectofexperiencewithsolarenergyonattitudestowarditwasmeasuredina
studybyTRW [3021.Twocitieswithdemonstrationprojects(PhoenixandMinneapolis)
werecomparedtoonewithoutsuchaproject(KansasCity).InKansasCitypeople
expectedittobelongerbeforesolarenergywasusedbythecityandwerelessinclined
tosaytheywouldconsideritseriouslyevenifthecostwerethesame.
Thelocalstudiesreviewedinthischapterarenotcomparableevenalongmajorissuesfor
purposesofregionalanalysis.Thereappearstobeanequallyhighawarenessofthe
existenceofsolarenergyinallareas.ArelativelylowerproportioninSouthCarolina
saidtheywouldconsidersolarsystems(26percent)comparedtosamplesinArizona(79
percent),Michigan(47percentsaidtheywouldpaymore),orsamplesofvariouscities
acrossthecountry[104,106,117,201,2521; thismaybeafurtherillustrationoflower
favorabilitytowardsolarenergyintheSouth.
Thesedifferencesongeneralfavorabilitytowardsolarenergydonotseemtoberelated
toconcernsaboutclimate.Thelevelofconcernaboutclimateinvariousregionshasnot
beenexplored.TheScottstudy(1976)comparedconcernsaboutappearanceandfound
thoseintheWesttobelessworriedaboutthisaspectofsolarenergythanthoseinother
regions.
Therearemanyothervariablesinthepurchasedecisionregardingsolarenergywhich
havebeenidentifiedinisolatedlocalstudiesbuthaveneverbeenappliedtothenationas
awhole.Asitstands,thedataonregionalvariationsidentifytheWestasmostpositive
towardsolarenergyandtheSouthasleastpositive,andthereissomelimitedevidence
thattheexistenceofdemonstrationprojectsinanareamay increasefavorability.
Summary
Theabilityofcurrentsolartechnologytomeetelectricpowerneeds andtoprovidespace
heatingwasquestionedbynearlyhalftherespondentsinthestudiesreviewed.Performance,
design,andmaintenanceproblemsconstitutedadisadvantageofsolarheating
mentionedbycitizens.Notsurprisingly,gettinginformationaboutmaintenance,longevity,
reliability,andperformanceisofhighpriorityinmakingsolarpurchasedecisions.
Thereisevidencethattheperceivedriskofpurchasingsolarsystemsprobablyaffects
purchasedecisions.
Asmallamountofevidencesuggeststhatmostrespondentsunderestimatedtheinitial
dollarcostofinstallingsolarheatingsystems.Questionsaboutadoptingsolarsystems
whichdidnotspecifyinitialcostsmayhaveelicitedresponsesbasedonunrealisticperceived
costmentionedinthesestudies.Concernexpressedoverinitialcost(amajor
concern)mighthavebeenevengreaterifthecosthadbeenspecifiedinthequestion.
Althoughcostandreliabilitywerefrequentlymentionedconcerns,about 40percentof
respondentsinafewstudiessaidtheywouldconsidersolarenergyeven ifitcostmore
permonthinthelongrunthanalternatives.Nonmonetarybenefitsattributedtosolar
energyinseveralstudieswerethatitsavesresourcesanddoesnotcausepollution.To
speculate,theseaspectsofsolarenergymayhavebeenanimportantreasontoadopt
solarenergyforthelargeminoritywhosaidtheywerewillingtoconsidersolarsystems
evenatgreatercost.Attitudestowardtheideaofsolarenergyappeartobeverypositive,
althoughaverysmallproportionofthetotalpublichasactuallypurchasedsolar
heating.Majoritiesinseveralstudiessupportedfederaleffortstodevelopsolarenergy
andincentiveprogramstoencourageitsuse.
Dataon regionaldifferencessuggestthatthoseinthewesternpart ofthecountrymay
bemorefavorabletosolarenergythantherestofthenation,andthoseinthesouthern
partlessfavorable.
SOLARENERGY
Althoughlessthanonepercentofthepublichavepurchasedsolarsystems,attitudes
towardtheideaofsolarenergyareveryfavorable.Themajorityofthepublicappearsto
supportfederaleffortstodevelopsolarenergyandincentiveprogramstoencourageits
use.
Theabilityofthecurrentsolartechnologiestomeetelectricpowerneedsandtoprovide
spaceheatinginallclimateareaswasquestionedbynearlyhalftherespondentsinthese
studies.Cost,performance,reliability,andmaintenanceproblemsareother
oftenmentioned
disadvantagesofsolarheating.Notsurprisingly,gettinginformationabout
solarsystemswas identifiedasimportantinsolarpurchasedecisions.Someevidence
suggeststhatsolarenergymaybeperceivedaseconomicallyandtechnicallyrisky,astoo
experimentaltousenow.
Inaddition,mostrespondentsinspecialstudiesunderestimatedtheinitialdollarcostof
installingsolarheatingsystems.Inassessingtherelativeadvantageofadoptingsolar
energy,citizensmayhaveinadequateaccesstoinformation,eventhoughinformation
mayexist.Expressionofconcernoverinitialcostmightbeevengreaterifrealcosts
wereknown,thuschangingtheperceivedrelativeadvantageofadoptingasolarsystemin
anegativedirection.About40percentofrespondentssaidtheywouldconsiderbuying
solardevicesevenifthecostweregreaterpermonthinthelongrunthanalternatives.
Includedamongperceivedcharacteristicsofsolarenergyvaluedbyrespondentswere
conservationofnaturalresourcesanddecreasedenvironmentalpollution.
REGIONAL DIFFERENCES
Beliefintheenergycrisisandotherdefinitionsoftheenergyproblemdidnotvary by
region;however,impactswereexperienceddifferentiallyingeographicregionsofthe
nation.
Westernersweremoreconcernedabouttheenvironmentaleffectsofenergysupplythan
peopleinotherpartsofthecountry,althoughtheEastwas verycloseinlevelof
concern.Theuseandextractionoffossilfuelswasagreatersourceofconcerninthe
West.StripminingofcoalwasopposedbyWesternerswhiletherestofthenation
favoredit.
ThoseintheEastshowedahigherlevelofconcernovernuclearpowerwhenriskfactors
werementioned.ThedatasuggestthatSouthernersaresomewhatlessconcernedabout
enviromentalproblemsassociatedwithenergydevelopment.Theywerealsolesslikely
toviewsolarenergyasaviablealternative.
DIFFERENCESBYSOCIODEMOGRAPHIC CHARACTER.ISTICS
Results ofanalyticalfindingsby14sociodemographiccharacteristicsaresummarized
belowbyeachindependentvariable.
Gender
Nodifferencesbygenderwerefoundonbeliefintheseriousnessorrealityoftheenergy
crisis,orinotherdefinitionsoftheenergyproblem.Someevidencesuggestedthat
womentendtobemoreconcernedthanmenaboutthenation'senergyfuture.Women
werefoundtobemoreinfavorofenvironmentalprotectionthanmen.Menwere
exposedtomoreinformationsourcesaboutenergythanwomenandweresomewhatmore
knowledgeable.Womenweresomewhatmorefavorabletodomesticenergyconservation
thanweremen.Menandwomenwhoengagedinconservationbehaviorstendedtodoso
inactivitiesconsonantwiththeirsexroles.
Youngeragegroupsweremorelikelythanolderonestoreportbeliefintheseriousness
oftheenergycrisis;youngeragegroupswerealsomorelikelytoreportagreaterbelief
inthelikelihoodoffutureenergyshortages.Dataonperceivedimpactsoftheenergy
situationrevealedapatternofgreaterreportedimpactsamongolderpeople.Older
groupstendedtoopposepolicyoptionsthatwouldincreaseconsumercosts. Aclearand
consistentpatternofgreatersupportamongtheyoungforprotectingtheenvironment
wasrevealedinanumberofsurveys.
Apatternofgreatersupportforsolarenergyamongyoungergroupswasrevealed.The
oppositepatternheldfornuclearenergy:youngergroupstendedtobelesssupportive
thanoldergroupsofthisenergyoption,althoughtherewassomeevidenceofa
curvilinearrelationshipwithgreatestsupportamongmiddleagegroups.Oldergroups
alsotendedtobemoresupportiveofdevelopmentoffossilfuelenergysourcesthan
youngergroups.Severalofthefindingsindicatedthatincomeisanimportant.confounding
variableinfluencingagerelateddifferencesinenergyattitudesandbehavior.
Education
Ingeneral,thehighertheeducationlevel,themorelikelythat aseriousandrealenergy
problemwasperceivedaswellasbeliefthatitwouldcontinue.Theperformanceofthe
businesscommunityinhandlingresponsibilityduringtheenergycrisiswasjudgedmore
harshlybythemoreeducatedgroups.
Educationallevelwaspositivelyrelatedtofavoringthespeedupofsolarenergy
developmentandenergyconservation,butitwasfoundinonestudytobenegatively
relatedtothedevelopmentofotherenergysourcesortechnologies.Thosewithmore
educationweremorelikelytofavornuclearenergyandtoconsidernuclearplantsassafe
inanotherstudy.Highlyeducatedindividualsresistedproposalsthatwouldinterfere
withtheirpersonalmobility.
Thehighertheeducationallevel,thelesslikelytheindividualwastothinkthatenergy
selfsufficiencywaspossiblefortheUnitedStates.Highereducationallevelswerefound
tobepositivelyassociatedwithhigherlevelsofknowledgeabilityonavarietyofenergy
items.Educationwasfoundinmostcasestobepositivelyrelatedtoenvironmental
protectionattitudes,evenincaseswhereitwouldcostthepersonmore.
Income
Higherincomegroupsgenerallyexpressedgreaterbeliefintherealityoftheenergy
crisis.Noclearpatternsbyincomewerediscoveredconcerningperceivedresponsibility
fortheenergysituation.Lowerincomegroupstendedtofavorpoliciesthatwouldkeep
consumerpriceslow.Lowerincomegroupsalsotendedtobemoresupportiveof
environmentalquality,exceptwherethiswasposedasentailinghigherconsumercosts;in
suchacase,lowerincomegroupsgenerallyfavoredlowercostsoverenvironmental
quality.
Aclearpatternofdifferencebyincome. wasrevealedwithregardtoknowledgeability
aboutenergyissues,adifferenceprobablyconfoundedbyeducationallevel.
Higherincomegroupsexpressedaconsistentlygreaterpreferenceforsolarenergyasa
powersourcethandidlowerincomegroups.Thesameconsistentpatternwasfound
regardingnuclearenergy.Lowerincomegroupsreportedmoregeneraleffortsto
conserve(indicativemostlikelyofaconcernforenergycosts)butgenerallyreported
fewerenergyconservationeffortsorchangesinbehaviorthanothers(mostlikelydueto
apatternofminimalenergyuse).Thereissomeindicationofacurvilinearrelationship
betweenincomeandconservationefforts,however,withmostconservationoccurring
amongmiddleincomegroups.Highincomegroupsappearedtobemostinsensitiveto
priceinducedconservation.Thelowestincomegroupstendedtoexpressconfusionorto
beofmixedopiniononmattersofenergyconservation.Lowerincomegroupstendedto
favoranypoliciesthatresultedinlowerpriceseveniftheseentailedgasolinerationing,
whilehigherincomegroupsclearlyfavoredpoliciesthatdidnotlimitavailability.
Occupation
Occupationsareimportantinknowledgeabilityabouttheenergysituationandattitudes
towardnuclearpower.Perceptionofanenergyrelatedproblemanditsseriousness
increasedasskillandoccupationallevelsincreased.Higheroccupationallevelswere
foundtobesomewhatmorefavorabletowardsolarenergyasalongtermsourceof
energy,althoughsolarenergywasthefirstchoiceformostgroups.Alloccupational
groupspreferredthatU.S. productionofenergybemaximized,usagelimited,and
importedoilreduced.Professionalandwhitecollarworkersweremorelikelytosaythat
nuclearplantsaresafeandthattheywould notopposeconstructionofoneintheirarea.
Conservationattitudesandextentofreportedconservationbehaviordidnotdiffer
appreciablyacrossoccupationalgroups.Whitecollarworkersweremorefavorablethan
otheroccupationalgroupstodevelopmentoflocalpublictransportation.
Race
Therewasapatternofgreaterreportedenergyrelatedimpactsamongnonwhitesthan
whites,probablyasafunctionofthegenerallylowerincomesoftheformerracial
group.Thesalienceoftheenergysituationappearedtobegreateramongwhites,
particularlywhenthiswasmeasuredincomparisonwitheconomicproblems(whichwere
perceivedasmoreseriousbynonwhites).Nonwhitestendedtoshowstrongersupport
thanwhitesforenvironmentalconcerns,exceptwhereenvironmentalqualityissueswere
posedascompetitivewithlowconsumercosts.Therewasastrong,consistentpatternin
thedataofgreaterreportedobjectiveknowledgeamongwhitesthannonwhiteson
energyrelatedissues.Solarenergyreceivedgreatersupportamongwhitesthannonwhites,
whilethelattertendedtosupportdevelopmentofconventionalenergysources.
Supportfornuclearenergyappearedtobeconsistentlygreateramongwhitesthanamong
nonwhites;thelattergrouprevealedaconsistentpatternofdoubtorindecisiononthis
issue.Therewerenoapparentracialdifferencesinattitudesorbehaviorinregardto
energyconservation.
PoliticalOrientation
Varianceinopinionbypartisanpoliticalaffiliationtendedtobeelicitedbyitems
mentioningfamouspoliticalpersonalities(Nixon,Ford,Carter). Ingeneral,thesurvey
findingsshowDemocratstobeslightlylessknowledgeableahoutenergyissues,somewhat
morelikelytoviewtheenergycrisisasquiteserious,lessfavorabletonuclearenergy
andcoaldevelopment,andmorefavorabletowardenergyconservationthan
Republicans.Republicanswereslightlymoreconcernedaboutmaintainingcentralized
energysourcesandnothavingtheirownEvesaffected,whichmaytranslateintoadesire
tomaintainwhathasbecomethetraditionalAmericanlifestyleanditsenergyuse
patterns.Theirslightlygreaterknowledgeofissueshasnotresultedinawillingnesson
theirparttoact.
Varianceinopinionbypoliticalphilosophy(conservative,moderate,liberal)tendedto
extendandcomplementthefindingsbypartyaffiliation.Thoughthesefindingscannot
beviewedasconclusiveproofofimportantdifferencesonenergyattitudesbypolitical
philosophy,aninterestingpatternemerged.Liberalstendedtobesomewhatmore
favorabletotheenvironmentandtosolutionstotheenergyprobleminvolvingenergy
conservationandsolarenergy(althoughthislastdifferencewasnotmarked).
Conservativestendedtofindmajorcorporationscrediblesourcesofinformation,to
blameenvironmentalistsfortheenergycrisismorefrequentlythanliberals,andtofavor
nuclearenergymorethanliberals.Thesuggestionofthesefindings,takentogether,is
thattraditional,centralizedenergysystemsaresomewhatpreferredbyRepublicansand
conservativesandinnovative,decentralizedsystemsandenergyconservationbyDemocrats
andliberals.Nevertheless,politicalorientationdoesnotappeartobeasgermane
toenergyattitudesandbehaviorasotherdemographiccharacteristics,such asincome.
Religious Affiliation
Notsurprisingly,ingeneralreligiousaffiliation(Protestant andCatholic)ismostlikely
notanimportantpredictivevariableinaccountingforpublicresponsetoenergyissuesor
publicpreferencesamongenergypolicyoptions.Whatdifferencesarefoundbyreligion
areprobablyattributabletoothercorrelatesofthevariable,suchassocioeconomic
status.Theinterestingexceptionisapossiblecorrelationbetweenreligiousaffiliation
andperceivedriskofneighboringnuclearpowerplantfacilities(Catholicsweremore
likelythanProtestantstobeconcernedaboutrisk).Thispotentialcorrelationwarrants
furtherstudy.Thepossibilityofreligiousaffiliationemergingasarelevantvariable
wouldbeenhancediforganizedreligionintheUnitedStatesadoptedenergyasanissue.
MaritalStatus
Therewouldbelittlereasontoexpectdifferencesinopiniononenergyissues bymarital
status,and,forthemostpart,suchdifferenceswerenotreportedinthedata.What
differencesinopiniondidoccurbymaritalstatusclusteredarounditemshavingtodo
withconservation.Takentogether,thefindingssuggestthatunmarriedpersonsare
somewhatmorelikelytofindinfringementoftheirpersonalmobility ahardshipthan
marriedpersons.Singlesaremorelikelythanthosemarriedtobeabletofunction
domesticallywithlessenergyusebylivinginsmallerresidences,butnotthroughadopting
domesticenergyconservingpractices.
HousingCharacteristics
Concernabouttheamountofelectricitybeingusedincreasedwiththesizeofthehouse,
asmeasuredbythenumberofrooms.Willingnesstobuyasolarheatedhousedidnot
varyformultifamilyversussinglefamilydwellers.Althoughhomevaluehada
significantpositiverelationshiptosupportfortaxincentivesforsolarenergy,itwasnot
relatedtowillingnesstobuy.Concernaboutconservationwasmorelikelyamong
familieswithfiveormoremembersthanamongsmallerhouseholds;singlesandcouples
weremuchlessinterestedinconservationretrofitthanothers.Housingcharacteristics
areavariablerelevantprimarilytoenergyconservationandsolarenergyalternatives.
Homeowners hi^
Homeownership,confoundedasitisbyincomeandmaritalstatus,isprobablynotan
importantpredictivevariableinexplainingenergyattitudes.Itmaybegermanein
consideringadoptionofsolarenergy.Homeownersweremorelikelythanrenterstohave
heardaboutsolarenergy,toexpressconcernabouttheamountofelectricitytheyused,
andtoexpresswillingnesstoacceptadditionalcosttoinstallsolarsystems.Ownersalso
werefoundtopreferindividuallyorientedsolutionstoenergygeneration.
TransportationCharacteristics
Thisvariablepertainsprirnarilytogasolineconservation.Noncarhouseholdsexpressed
moreenvironmentalconcernthanhouseholdswithcars.Carownersfelttheeffectsof
theenergycrisismorethannonownersandmademoreattemptstokeepthemselves
informedonmileagestandardsforcars.Carownersweremoreoptimisticaboutthe
futureofenergysuppliesthanwerenoncarowners.Carownershipisconfoundedby
incomelevels,whichisprobablythemoresignificantvariable.
Urban/RuralResidence
Ruralpersonsweresomewhatmorelikelythanurbanitestoregardtheenergycrisisas
'kontrived.lTRuralresidentsweremorelikelythanothergroupstofeelthatthevoting
publicshouldmakethedecisionsonvariousenergyrelatedissues.Daylightsavingtime
hadalargerimpactondrivinginurbanareasbutwasmostdislikedonfarmsandinsmall
towns.Knowledgeabilitywasaboutequalacrossresidentialgroups,butruralandurban
peoplehadmoreaccurateinformationondifferentspecificissues.Ruralresidents
expressedmoreconcernthancityresidentsabouttheavailabilityofenergythanabout
environmentalproblems.Urban residentsweremorelikelythanothergroupsto
consider
payingforsolarenergy.Thoseincitiesweremoreconcernedabouttheriskofnuclear
powerplants.Theywerealsomorefavorabletoenergyconservationandmasstransit.
SOCIALPSYCHOLOGICALVARIABLES
Thevariablemostfrequentlyemployedinanalysesasanindependentpredictorofother
attitudesandactionswasbeliefintheenergycrisis.Thesurveyanalysesusingbelief
withawiderangeofdependentvariableswereexaminedtodetermineifasignificant
patternoffindingsemerged.
Thereviewdemonstratesthatnoclearpatternoffindingsestablishesadirectrelationship
betweenbeliefinanenergycrisis,orperceptionofitsseriousnessandreality,and
anyothervariable.Mostanalysesusingbeliefastheindependentvariableaddressed
variousaspectsofenergycon.servation,buttheyemployedsomanydifferentdependent
variableswithdifferencesinfindingsamonginvestigatorsthatgeneralconclusionsare
notpossible.ThemostpersuasivestudyusedasthedependentvariableBtuactually
consumedinhouseholdsratherthanselfreportofconservationmeasurestaken.This
studyfoundaninverse,butnotstatisticallysignificant,relationshipbetweenbeliefand
energyactuallyconserved.
Beliefintheenergycrisiswasnotfoundtoberelatedtoenergyconservingbehavior. In
thefewstudiesrelatingbelieftopreferencesconcerningnuclearenergy,fossilfuel
energysources,andsolarenergynoconvincingdifferenceswerefound. .
Itispossiblethatbiasfromfundingsourcesofsurveysonenergyattitudesmighthave
affectedthefrequencywithwhichthebeliefvariablewas employedincomparisonwith
othertheoreticallypossiblevariables(suchasbeliefinefficacyorrelativeadvantage).
Convictiononthepartofgovernmentalagenciesandenergycompaniesandutilitiesthat
thepublicshouldengageinenergyconservationseems tobebehindthepatternof
questionsaskedandanalysesperformedonthevariables.
Severalhypothesesforfutureresearchweresuggestedbythedataandoutlinedin
Chapter8.Ingeneral,manyofthefactorsaffectingfavorabilitytowardvariousenergy
a1 ternativesandactualbehaviorwithrespecttoadoptionofenergyconservationand
solarenergyarenotwellunderstood.Althoughexistingdatasuggestwhatsomeofthe
importantfactorsmightbe(e.g.,experiencedimpactsofenergyshortages,perceived
salienceoftheenergyproblem),theexplorationoftheirimportanceandrelevanceto
energypolicymakingawaitsfurtherinvestigation