How social networks influence the decision to adopt rooftop solar panels
Research by Aarthi Sundaram of TU Delft shows that social networks and trust between people have a significant influence on whether or not people install solar panels on their roofs. This research reveals that affordability is not the main reason for choosing solar panels, despite it being commonly assumed. The results have been published in the journal Energy Research and Social Science. The article suggests leveraging the influence of social networks to create fairer solar energy programmes for all income groups.
Aarthi Sundaram: 'I tested policies using open data with various social network scenarios for Albany County (New York, USA). The model examines how household social network structures, subjective norms, bias, perceived financial risk, and the influence of acquaintances affect the decision to install solar panels.' Instead of focusing solely on financial factors such as subsidies, the research investigates how social connections and trust influence the willingness to adopt solar energy.
Trust
The key findings indicate that social and geographic network structures significantly impact adoption rates across different income groups. For example, low-income groups in close-knit communities may install solar panels more quickly if they trust the information they receive. Conversely, high-income groups may adopt solar energy less if they lack trusted information sources. This shows that affordability is not the only important factor.
Energy programmes for all
'An important issue this research addresses is ensuring that low-income families do not get left behind in the transition to solar energy, as is often the case now,' Sundaram explains. 'Even if solar panels become cheaper, people may still hesitate to install them due to a lack of trust in information sources or the influence of their social networks. This research shows that simply improving affordability is not enough. Policymakers must understand how social networks and trust work to create effective and equitable solar energy programmes for all income groups.'
