Understanding the Evolution of Customer Motivations and Adoption Barriers in Residential Solar Markets: Survey Data

Metadata Updated: August 10, 2018

This research focused on accelerating solar photovoltaic (PV) diffusion by collecting new market data and developing predictive modeling frameworks to test and refine understandings of household level motivations for adopting solar.

Three different household-level surveys were fielded: one for households who had installed PV on their current home or had signed a contract to do so (the Adopter survey), one for households that had seriously considered PV but had not installed it (the Considerer survey), and one for the general population who did not have PV on their current home (the general population survey or GPS). Survey respondents were from four U.S. states: New Jersey, New York, Arizona, and California. Details of recruiting and sampling are documented below.

Research projects on residential PV adoption often collect data only from PV adopters or from the general population. One of the innovations of this project was the three-pronged household survey data collection. By collecting similar data from three fairly different "statuses" with respect to adoption, the surveys provide a basis for understanding how those who do not have rooftop PV differ from those who have, for how and why people do (or don't) transition from not having to having rooftop PV on their home, and for understanding the characteristics and viewpoints of households who have scarcely, or not at all, entered the "PV consideration" track. All three surveys covered single-family owner-occupied households in each of the four target states used in the project -- Arizona, California, New Jersey, and New York - allowing a comparative approach to understanding how the factors that affect PV adoption vary by geography and policy conditions.

The General Population and Considerer surveys provide a basis for understanding opinions about and interest in solar, and how these relate to household demographics and other conditions. Paired with the Adopter survey, they also provide data for understanding how those who do not have rooftop PV differ from those who have, and for how and why people do (or don't) transition from not having to having rooftop PV on their home. The Adopter survey questions were designed to capture a broad range of information on what motivates and impedes households to install rooftop PV, as well as the details and timing of the decision and installation. Survey instrument development drew from existing PV adoption survey instruments, PV adoption literature, and research team experience, as well as from past work on household interest in energy efficiency, environmental attitudes, purchasing tendencies, and related knowledge. Early interviews and discussions with installers and others in the PV industry were also taken into consideration.

Access & Use Information

Public: This dataset is intended for public access and use. License: Creative Commons Attribution

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Dates

Metadata Created Date August 29, 2017
Metadata Updated Date August 10, 2018

Metadata Source

Harvested from Energy JSON

Additional Metadata

Resource Type Dataset
Metadata Created Date August 29, 2017
Metadata Updated Date August 10, 2018
Publisher National Renewable Energy Laboratory
Unique Identifier https://openei.org/doe-opendata/dataset/f0000000-d9e3-4bd6-80f2-000000000068
Maintainer
Ben Sigrin
Maintainer Email
Public Access Level public
Accessurl https://data.nrel.gov/files/68/Adopter%20Survey%20Data.zip
Bureau Code 019:20
Metadata Context https://project-open-data.cio.gov/v1.1/schema/catalog.jsonld
Schema Version https://project-open-data.cio.gov/v1.1/schema
Catalog Describedby https://project-open-data.cio.gov/v1.1/schema/catalog.json
Data Quality True
Format application/unknown
Harvest Object Id e51e327a-8081-419a-95cd-8748690d53d4
Harvest Source Id 8d4de31c-979c-4b50-be6b-ea3c72453ff6
Harvest Source Title Energy JSON
Data First Published 2017-06-12
Homepage URL https://data.nrel.gov/submissions/68
License https://creativecommons.org/licenses/by/4.0/
Data Last Modified 2017-06-12
Program Code 019:008
Source Datajson Identifier True
Source Hash d804b9f2f08707fc19918da59c47d848cf849fa6
Source Schema Version 1.1
Spatial {"type":"Polygon","coordinates":-108.971,36.897364486692,-102.083490625,36.897364486692,-102.083490625,40.9751,-108.971,40.9751,-108.971,36.897364486692}

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