Unknown

Dataset Information

0

Income-targeted marketing as a supply-side barrier to low-income solar adoption


ABSTRACT: Summary Low- and moderate-income (LMI) households remain less likely to adopt rooftop solar photovoltaics (PV) than higher-income households. A transient period of inequitable adoption is common among emerging technologies but stakeholders are calling for an accelerated transition to equitable rooftop PV adoption. To date, researchers have focused on demand-side drivers of PV adoption inequity, but supply-side factors could also play a role. Here, we use quote data to explore whether PV installers implement income-targeted marketing and the extent to which such strategies drive adoption inequity. We find that installers submit fewer quotes to households in low-income areas and those households that receive fewer quotes are less likely to adopt. The data suggest that income-targeted marketing explains about one-quarter of the difference in PV adoption rates between LMI and higher-income households. Policymakers could explore a broader suite of interventions to address demand- and supply-side drivers of PV adoption inequity. Graphical abstract Highlights • Rooftop solar installers submit fewer quotes to low-income households• Income-targeted marketing could pose barriers to equitable solar adoption• Customers that receive fewer quotes are less likely to adopt solar• Policymakers could design low-income solar programs to address supply-side barriers Energy resources; Energy policy; Energy Systems

SUBMITTER: O'Shaughnessy E 

PROVIDER: S-EPMC8531851 | biostudies-literature |

REPOSITORIES: biostudies-literature

Similar Datasets

| S-EPMC5914320 | biostudies-literature
| S-EPMC9265287 | biostudies-literature
| S-EPMC8638917 | biostudies-literature
| S-EPMC8760092 | biostudies-literature
| S-EPMC4448724 | biostudies-literature
| S-EPMC5452850 | biostudies-other
| S-EPMC7553851 | biostudies-literature
| S-EPMC7445921 | biostudies-literature
| S-EPMC7537888 | biostudies-literature
| S-EPMC3626330 | biostudies-literature