Can we achieve equity in residential solar adoption? Public perceptions of rooftop and community solar in the United States

Emerging research has examined the potential for community solar to broaden access to renewables, but little to no work examines public perceptions of community solar. A United States national sample ( N = 1433) was surveyed, testing how perceptions of instrumental (practical utility outcomes of solar adoption), environmental (environmental outcomes of solar adoption), and symbolic (identity and social status signals of solar adoption) attributes, as well as demographic variables, influence willingness to adopt both community and rooftop solar. Linear regression models find that instrumental attributes are the strongest and most robust predictor of willingness to adopt both types of solar, with smaller positive effects of symbolic and environmental attributes. Although there are fewer barriers to adopting community than rooftop solar, people are less willing to adopt the former, with results suggesting low awareness of community solar. To boost adoption, we recommend increasing awareness and emphasizing instrumental attributes of community solar. This may ultimately enhance the potential of community solar to promote equity in access to renewables.