What drives residential Solar Adoption; Environmental preference or peer pressure?

A study by NYU Stern School of Business Assistant Professor of Marketing Bryan Bollinger explores the drivers of residential solar adoption. The findings contain valuable insights for solar installers as they develop their strategic marketing programs.

Is solar adoption being driven by marketing on the part of solar companies? Is it affected by a “keeping up with the Joneses” predisposition to sympathy with environmental concerns like owning a Prius or electric vehicle? NYU Stern School of Business Assistant Professor of Marketing Bryan Bollinger presented preliminary findings of his solar adoption research in “Environmental Preferences & Peer Effects in Diffusion of Photovoltaic Panels,” a study he co-authored with Kenneth Gillingham of the Yale School of Forestry & Environmental Studies.

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