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

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.
- Originated 06/12/2017 by National Renewable Energy Laboratory.

13 Resources

 NameSizeTypeResource Description
 Additional Terms of Use.pdf211044image_documentAdditional Terms of Use for data
 Adopter Survey Delivery.pdf547650image_documentAdopter Survey sampling and recruiting notes.
 Adopter Codebook.pdf386229image_documentAdopter survey response data codebook
 Adopter Survey Data.zip159711archive.Zip archive including Adopter survey response data (.csv); survey metadata (.xml) in Data Documentation Initiative (DDI) Codebook 2.5 standard format (see http://www.ddialliance.org/ for more information and a list of tools for converting metadata to other data formats); and the Terms of Use for the project data.
 Considerer Survey Data.zip61858archive.Zip archive including Considerer survey response data (.csv); survey metadata (.xml) in Data Documentation Initiative (DDI) Codebook 2.5 standard format (see http://www.ddialliance.org/ for more information and a list of tools for converting metadata to other data formats); and the Terms of Use for the project data.
 Considerer Instrument.pdf307261image_documentConsiderer survey instrument
 Considerer Codebook.pdf309635image_documentConsiderer survey response data codebook
 Adopter Instrument.pdf379559image_documentAdopter survey instrument
 Considerer Survey Delivery.pdf520111image_documentConsiderer survey sampling and recruiting notes
 GPS Survey Data.zip82781archive.Zip archive including General population survey response data (.csv); survey metadata (.xml) in Data Documentation Initiative (DDI) Codebook 2.5 standard format (see http://www.ddialliance.org/ for more information and a list of tools for converting metadata to other data formats); and the Terms of Use for the project data.
 GPS Instrument.pdf337919image_documentGeneral population survey instrument
 GPS Survey Delivery.pdf512278image_documentGeneral population survey sampling and recruiting notes
 GPS Codebook.pdf219469image_documentGeneral population survey response data codebook

Keywords

NREL energy data Residential Solar Surveys SEEDS Technology Adoption Customer solar photovoltaic PV solar adoption rooftop pv consideration Arizona California New Jersey New York geographic consideration USA

Submitted

•  MAY  • 22 2017

National Renewable Energy Laboratory

by , 303.275.3244, Center 6A20

Authors

License

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Cite this dataset:

Sigrin, Ben et al. (2017): Understanding the Evolution of Customer Motivations and Adoption Barriers in Residential Solar Markets: Survey Data. National Renewable Energy Laboratory. https://dx.doi.org/10.7799/1362095

About this dataset

id 68
DOI 10.7799/1362095
status Publicly accessible
last updated soon

DOE Project

EE0026154 Understanding the Evolution of Customer Motivations and Adoption Barriers in Residential Photovoltaics Markets

Research Areas

  • Energy Analysis
  • Solar Power

Additional Subjects

  • Photovoltaics
  • Solar Energy

Related datasets

Datasets associated with the same DOE project
  Submission Name Data Resources Submitted Status