30 Jan '13, 4pm

Switching Costs, Personal Identity and the Difficulty of Switching to Solar

A sustainable environment would seem the highest order of self-interest. Distributed generation solar has the attribute of energy independence, which should render it the Bugatti of energy generating technologies. Unfortunately, the solar industry has not been able to confer the same cache on owning a solar electric system as is conferred by owning a Rolls Royce. Realization of the harm that climate change has done and continues to do is not enough to stimulate a switch to solar on a significant scale. YES there has been an increase in adoption market to market but momentum for a wholesale change is still needed. One reason for this is because the vast concept of climate change is difficult to personalize until there is a disaster. Until climate-based disasters become more common (at which point it is probably too late) the dominate value is guilt, or, something akin to gu...

Full article: http://www.renewableenergyworld.com/rea/news/article/2013...

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