Gillingham, Kenneth T.

DOE OSTI2021

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. This paper was accepted by Matthew Shum, marketing.

Business & Economics↗

DOE OSTI2020

Using Behavioral Science to Target LMI and High-Value Solar Installations (Final Technical Report)

This project is a data-driven analysis of approaches to facilitate solar adoption in LMI communities and areas with high potential benefits to the electric grid. The cornerstone of the project was two waves of randomized field experiments. The first wave involved novel approaches to reaching LMI communities based on insights from literature. The second wave involved areas of high potential of solar to the electricity grid, as determined in collaboration with the local utilities in Connecticut. Both waves were followed by surveys to develop insight into the effectiveness of different approaches. A third key element of the project is the development of new agent-based models of solar energy diffusion that explicitly incorporate the real spatial and temporal constraints that influence solar diffusion, based on real-world data on solar adoption. The project also involved outreach and dissemination of key findings to relevant stakeholders, including a guidebook on strategies to accelerate solar deployment to low and moderate income communities, multiple academic publications, and numerous presentations of the research findings.

14 SOLAR ENERGY↗