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Financial benefits, such as saving on utility payments and avoiding electricity rate hikes, are a key driver of U.S. adults’ willingness to consider installing rooftop solar panels or subscribing to community solar power, a new study suggests. 

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Researchers at The Ohio State University conducted a national survey to gauge consumer perceptions about adopting solar power. Though previous work has examined views about rooftop solar, this study is the first assessment of public opinion about accessing community solar energy for household use. 

The findings led researchers to recommend that policymakers and industry leaders increase marketing campaign references to the practical reasons for embracing solar power – including saving money and improving property values without taking big risks – to encourage broader residential use. 

“Emphasizing the practical benefits of adopting solar, whether it’s rooftop or community, might be the most effective avenue to achieve increased adoption in the real world,” said first author Naseem Dillman-Hasso, a doctoral candidate in the School of Environment and Natural Resources at Ohio State. 

The study also revealed that most participants didn’t understand what community solar is and few had looked into it, suggesting more public awareness is needed to expand consumer access to this more equitably distributed renewable energy source, said senior author Nicole Sintov, associate professor of behavior, decision making and sustainability at Ohio State. 

“Community solar is a great option for people who are unable to access rooftop solar,” she said. “We show that there are still some significant barriers to entry, and we’ve got to start with letting people know what it is.” 

The research was published recently in the journal Energy Research & Social Science. 

As of , 8% of U.S homeowners had installed rooftop solar panels at an average cost of between $17,000 and $23,000 after applying a federal tax credit, according to the Pew Research Center. Under community solar programs, energy generated at an off-site solar array is supplied to multiple customers within a defined geographical area who receive credit on their electricity bills for energy produced by their share of the project.

With residential solar use still relatively low, Sintov and Dillman-Hasso sought to understand what could motivate households to consider solar as an energy option. 

They based the study on a consumer behavior theory suggesting that three common factors, or attributes, contribute to adoption of sustainable innovations – practical purposes (instrumental attributes), conveying one’s social consciousness to others (symbolic) and protecting the planet (environmental). 

A sample of 1,433 adults living in the United States was recruited for the online survey. Participants were asked about their willingness to adopt rooftop or community solar and whether they had taken action toward adoption, such as researching the options, talking with friends or family, or contacting an industry expert. 

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They also were asked to agree or disagree with a series of statements representing the instrumental, symbolic and environmental attributes related to adopting solar. For example, the statements said purchasing or leasing solar “means that I’m a good community member,” “would save me money” and “would be a good way to reduce my environmental impact.” 

Statistical analysis showed that positive feelings about all three attributes increased the likelihood respondents would be willing to pursue rooftop or community solar as a household power source. But the factors linked to practical benefits (including finances) were “by far the strongest predictor above and beyond anything else,” Dillman-Hasso said. 

The magnitude of the effect of practical factors was a surprise, but it wasn’t the only surprising finding in the study. 

Participants were less willing to consider subscribing to community solar than to take on rooftop solar installation – even though rooftop solar generally isn’t available to people who don’t own their home or can’t afford the installation. 

“You don’t want to adopt something that you don’t know about,” Dillman-Hasso said. “Given the realities of community solar having much lower barriers to adoption – you don’t need financing and you don’t have to physically put panels on your roof – it was interesting to see that the willingness to adopt community solar was lower than rooftop. 

“That potentially points to a lack of knowledge or more apprehension around a newer distribution method of electricity.” 

As a behavioral scientist, Sintov said she doesn’t typically issue a generic call for “raising awareness,” given humans’ complexity – but in the context of community solar, the phrase applies.

“In this case, lack of awareness is a barrier, and I think both policymakers and entities that are trying to sell community solar plans could be working toward raising awareness,” she said. 

This study focused on willingness to adopt rather than actually installing panels or subscribing to community solar power. In separate projects, Sintov and Dillman-Hasso are studying different groups of solar power customers to look for factors that lead to signing up for and sticking with solar.

This work was supported by Interstate Gas Supply – Energy, an independent supplier of energy, including solar.

October 31, | By The Solar Store

The Benefits of Switching to Solar Energy for Your Home

Financial Advantages of Solar Energy

Reduced Electricity Bills

Switching to solar energy can significantly lower your monthly electricity costs. By harnessing the power of the sun, homeowners can generate their own electricity, reducing their reliance on utility companies. According to the U.S. Department of Energy, the average American household can save approximately $1,000 per year on electricity bills by installing solar panels. Over the lifespan of a solar panel system, which is typically around 25-30 years, these savings can add up to tens of thousands of dollars. The break-even point, where the initial investment in solar panels is recouped through savings, usually occurs within 7-10 years, depending on local electricity rates and solar incentives.

Tax Incentives and Rebates

One of the most compelling financial benefits of switching to solar energy is the availability of tax incentives and rebates. The federal government offers the Investment Tax Credit (ITC), which allows homeowners to deduct 26% of the cost of installing a solar energy system from their federal taxes. Additionally, many states, including California and New York, provide their own tax credits and rebates to further reduce the cost of solar installations. For example, California's Solar Initiative offers rebates that can cover up to 30% of the installation cost. These incentives not only make solar energy more affordable but also shorten the payback period, making it a financially sound investment.

Increase in Property Value

Installing solar panels can also boost the resale value of your home. Studies have shown that homes equipped with solar energy systems sell for a premium compared to those without. According to a report by the National Renewable Energy Laboratory (NREL), homes with solar panels sell for about 4% more than comparable homes without them. This increase in property value can be attributed to the growing demand for energy-efficient homes and the long-term savings that solar energy provides. Real estate experts agree that solar installations are a valuable addition to any home, making it more attractive to potential buyers.

Environmental Impact of Solar Energy

Reduction in Carbon Footprint

One of the most significant environmental benefits of solar energy is the reduction in greenhouse gas emissions. Traditional energy sources, such as coal and natural gas, release large amounts of carbon dioxide (CO2) and other harmful pollutants into the atmosphere. In contrast, solar energy is a clean and renewable source of power that produces no emissions during operation. According to the Environmental Protection Agency (EPA), the average residential solar panel system can reduce CO2 emissions by approximately 3-4 tons per year. This reduction in carbon footprint helps combat climate change and contributes to a healthier environment.

Sustainability and Renewable Energy

Solar energy is a renewable resource, meaning it can be replenished naturally and sustainably. Unlike fossil fuels, which are finite and depleting, solar energy is abundant and available everywhere. By investing in solar power, homeowners can contribute to a more sustainable future by reducing their reliance on non-renewable energy sources. This shift towards renewable energy not only conserves natural resources but also ensures that future generations have access to clean and reliable power. The sustainability of solar energy makes it a crucial component of the global transition to a greener and more resilient energy system.

Decreased Reliance on Fossil Fuels

By adopting solar energy, homeowners can decrease their dependence on fossil fuels, which are responsible for a significant portion of global energy consumption and environmental degradation. Fossil fuels, such as coal, oil, and natural gas, are not only limited in supply but also contribute to air and water pollution, habitat destruction, and climate change. Solar energy, on the other hand, provides a clean and sustainable alternative that reduces the need for fossil fuel extraction and consumption. This shift towards renewable energy sources helps mitigate the environmental impact of energy production and promotes a healthier planet.

Technological Advancements in Solar Energy

Efficiency Improvements in Solar Panels

Recent advancements in solar panel technology have significantly improved their efficiency and performance. Modern solar panels are capable of converting sunlight into electricity at higher rates than ever before. For instance, the average efficiency of commercial solar panels has increased from around 15% a decade ago to over 20% today. Researchers are continually developing new materials and technologies, such as perovskite solar cells and bifacial panels, which promise even greater efficiency gains in the future. These improvements make solar energy more viable and cost-effective for homeowners, maximizing the return on investment.

Battery Storage Solutions

Battery storage solutions have revolutionized the way solar energy is used and managed. By storing excess energy generated during the day, homeowners can use solar power even when the sun is not shining, such as during nighttime or cloudy days. Popular battery storage systems, like the Tesla Powerwall and LG Chem RESU, offer reliable and efficient energy storage options. These systems not only enhance the self-sufficiency of solar energy systems but also provide backup power during grid outages. The integration of battery storage with solar panels ensures a consistent and uninterrupted power supply, making solar energy a more practical choice for homeowners.

Smart Home Integration

The integration of solar energy systems with smart home technology offers numerous benefits for homeowners. Smart home devices, such as energy monitors and smart thermostats, allow users to track and manage their energy consumption in real-time. By connecting solar panels to smart home systems, homeowners can optimize their energy use, reduce waste, and lower their electricity bills. For example, smart inverters can adjust the output of solar panels based on energy demand, ensuring efficient energy distribution. This seamless integration of solar energy with smart home technology enhances the overall efficiency and convenience of home energy management.

Practical Considerations for Homeowners

Initial Investment and Financing Options

The initial investment in solar panels can be a significant consideration for homeowners. The cost of installing a solar energy system varies depending on factors such as system size, location, and equipment quality. On average, a residential solar panel system can cost between $15,000 and $25,000 before incentives. However, various financing options are available to make solar energy more accessible. Homeowners can choose from loans, leases, and power purchase agreements (PPAs) to finance their solar installations. Solar loans allow homeowners to pay for the system over time, while leases and PPAs offer the option to pay for the energy produced rather than the system itself.

Maintenance and Longevity of Solar Panels

Solar panels are known for their durability and low maintenance requirements. Once installed, solar panels require minimal upkeep to ensure optimal performance. Regular cleaning to remove dirt and debris, as well as periodic inspections to check for any damage, are typically sufficient. Most solar panel manufacturers offer warranties that cover performance and equipment for 25 years or more, providing peace of mind to homeowners. The long lifespan of solar panels, combined with their low maintenance needs, makes them a reliable and cost-effective energy solution for homeowners.

Suitability of Your Home for Solar Energy

Before installing solar panels, homeowners should assess the suitability of their property for solar energy. Factors such as roof orientation, shading, and local climate can impact the efficiency and effectiveness of a solar energy system. South-facing roofs with minimal shading are ideal for maximizing solar energy production. Homeowners can use online tools and services, such as Google’s Project Sunroof, to evaluate their property's solar potential. Additionally, consulting with a professional solar installer can provide valuable insights and recommendations tailored to the specific conditions of your home.

Common Concerns and Misconceptions

Myth: Solar Panels Don’t Work in Cloudy or Cold Climates

A common misconception is that solar panels are ineffective in cloudy or cold climates. In reality, solar panels can still generate electricity even on cloudy days, as they rely on daylight rather than direct sunlight. Countries with less sunny climates, such as Germany and the United Kingdom, have successfully adopted solar energy on a large scale. Additionally, solar panels are more efficient in cooler temperatures, as excessive heat can reduce their performance. Real-world examples and data demonstrate that solar energy is a viable option in various weather conditions, debunking this myth.

Myth: Solar Energy is Too Expensive

Another prevalent myth is that solar energy is too expensive for the average homeowner. While the initial cost of solar panels can be high, the long-term financial benefits often outweigh the upfront investment. With the availability of tax incentives, rebates, and financing options, the cost of solar installations has become more affordable. Moreover, the significant savings on electricity bills and the increase in property value make solar energy a cost-effective solution in the long run. A comprehensive cost-benefit analysis reveals that solar energy is not only affordable but also a wise financial decision for homeowners.

Myth: Solar Panels Require Too Much Maintenance

Some homeowners may be concerned that solar panels require excessive maintenance. In reality, solar panels are designed to be low-maintenance and durable. Regular cleaning and occasional inspections are usually sufficient to keep them in good working condition. Most solar panels come with long-term warranties, ensuring their performance and reliability. By following simple maintenance tips, such as keeping the panels clean and checking for any obstructions, homeowners can easily maintain their solar energy systems. This clarification dispels the misconception and highlights the ease of maintaining solar panels.

Conclusion and Call-to-Action

Switching to solar energy offers numerous benefits, from financial savings and environmental impact to technological advancements and practical considerations. By investing in solar power, homeowners can reduce their electricity bills, increase their property value, and contribute to a more sustainable future. The Solar Store is dedicated to helping homeowners make the transition to solar energy. Our team of experts provides personalized consultations, high-quality solar installations, and ongoing support to ensure you get the most out of your solar investment. today to learn more about our services and start your journey towards a greener and more cost-effective energy solution.

Ready to make the switch to solar energy? Contact The Solar Store  for a consultation and discover how solar power can benefit your home and the environment.

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