A recent study conducted by researchers at The Ohio State University underscores that financial motivations are the primary factor driving U.S. adults to consider solar power, particularly in the context of saving on energy costs and avoiding utility rate increases. The study, which included a national survey of 1,433 participants, explores attitudes toward both rooftop and community solar energy options. Notably, the research indicates that while rooftop solar panels are often seen as a viable option, community solar—which makes solar energy accessible to those unable to install panels on their premises—remains poorly understood by potential users. Researchers suggest enhancing marketing strategies to highlight the financial and property value benefits of solar power adoption as a means to encourage greater uptake.
The findings reveal a disparity in willingness to adopt solar options, with participants showing a stronger inclination toward rooftop installations than community solar subscriptions, despite the latter having fewer barriers to access. A significant obstacle identified is a lack of awareness regarding community solar, which could limit its adoption even as a more equitable form of renewable energy. The authors advocate for increased public education efforts to clarify what community solar entails, thereby expanding consumer access and enhancing solar energy utilization. This study aims to initiate further examination into the motivations behind solar power adoption, concentrated on the interplay of practical and perceived benefits.