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Social Learning and Solar Photovoltaic Adoption

Growing literature points to the effectiveness of leveraging social interactions and nudges to spur adoption of prosocial behaviors. This study investigates a large-scale behavioral intervention designed to actively leverage social learning and peer interactions to encourage adoption of residential solar photovoltaic systems. Municipalities choose a solar installer offering group pricing and undertake an informational campaign driven by volunteer ambassadors. We find a causal treatment effect of 37 installations per municipality from the campaigns and no evidence of harvesting or persistence. The intervention also lowers installation prices. Randomized controlled trials based on the intervention show that selection into the program is important, whereas group pricing is not. Our results suggest that the program provided economies of scale and lowered consumer acquisition costs, leading to low-cost emission reductions.

Ketersediaan

Informasi Detail

Judul Seri

MANAGEMENT SCIENCE; Vol.67 No.11 November 2021

No. Panggil

-

Penerbit

: .,

Deskripsi Fisik

p. 7091 - 7112

Bahasa

English

ISBN/ISSN

-

Klasifikasi

NONE

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

RENEWABLE ENERGY
TECHNOLOGY ADOPTION
NATURAL EXPERIMENT
SOCIAL LEARNING
NONPRICE INTERVENTIONS
SOLAR PHOTOVOLTAIC PANELS

Info Detail Spesifik

https://doi.org/10.1287/mnsc.2020.3840

Pernyataan Tanggungjawab

Kenneth T. Gillingham, Bryan Bollinger

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