26 Oct '14, 1pm

Keeping Up with the Joneses A Factor in Solar Installation

Keeping Up with the Joneses A Factor in Solar Installation

You might think that solar roof owners tended to be upper middle class liberals, but a study shows that that might not be the case. According to a study published by two researchers at Yale and the University of Connecticut , the most important factor influencing a household’s decision to go solar is if other houses in the neighborhood had done so. You may call it “green envy”, says Prof. Kenneth Gillingham of Yale , study co-author, “where you want to be green so that you can show off your greenness effectively.” Furthermore, you’d expect that solar installations would be popular in large urban areas, which isn’t the case at all. Instead, the researchers found “that smaller centers contribute to adoption more than larger urban areas, in a wave-like centrifugal pattern.” The number of installations of solar PV roof projects increased by almost a half if one was done within...

Full article: http://www.greenoptimistic.com/2014/10/26/keeping-joneses...

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