Socio-economic and Communication Factors Influencing the Diffusion of Solar-energy Equipment Among California Homeowners

Abstract

This dissertation explores the influence of socio-economic, communication, and social-psychological factors on the diffusion of solar-energy equipment among California homeowners. There were four specific objectives: (1) to critique previous studies on the diffusion of solar technology; (2) to critique fundamental aspects of current diffusion models and to formulate an alternative diffusion perspective; (3) to use the proposed theoretical perspective to predict solar diffusion; and (4) to test certain of the proposed predictions about solar diffusion. Data used to test some of the predictions were based on a state-wide random survey of 812 California homeowners. The dissertation presents two major findings. First, some of the best predictors of the solar-diffusion process were found to be age, socio-economic status, knowing solar owners, ownership of a swimming pool, utility costs, efficacy towards the energy situation, voluntary simplicity, energy consciousness, community size, and perceived community interest in solar. Second, these predictors were found to be strongly related to socio-economic status. The present study argues that these predictors are in fact post indicators of socio-economic status. Thus, whereas many of the previous studies tended to underestimate the influence of socio-economic factors, this study was able to demonstrate the crucial influence of socio-economic factors in determining the rate and pattern of solar diffusion. The data show that household solar-energy equipment is basically an innovation for high and medium socio-economic groups. The implications of these findings with regard to previous studies, policy, and future research are also discussed.