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Exploring the Consumer Decision Process in the Adoption of Solar Energy Systems

Publication Type:

Journal Article


Journal of Consumer Research, Volume 8, Number 3, p.271-278 (1981)



energy efficiency, social diffusion


This study examines residential solar energy systems within an adoption and diffusion of innovations framework. The findings indicate considerable differences between adopters and nonadopters on many measures. Multivariate nominal scale analysis is used to develop classification models based on both attribute perceptions of solar energy systems and demographic characteristics.