Skip to main content
Research

Solar Energy Evolution and Diffusion Among Low- and Middle- Income Households (SEEDS II)

Building on findings from research on strategies that moved the needle on rooftop solar installations, Yale is working with partner organizations to explore ways to broaden the appeal of solar power to a mass market, including low- and moderate-income households.

Solar Energy Evolution and Diffusion Among Low- and Middle- Income Households (SEEDS II)

Building from recent research testing strategies and messages that are most conducive to solar adoption, this new project seeks to develop more effective ways to communicate with low- and moderate-income (LMI) communities about solar.

Defined as annual household income below $50,000 and between $50,000-$75,000, respectively, LMI communities forego solar for any number of reasons—financing issues, lack of access to capital, limited information, the complexities associated with installations on multi-family dwellings, low homeownership rates. We are interested in how peer-to-peer and on-the-ground community campaigns might be applied to overcome these challenges.

This project is funded by the U.S. Department of Energy SunShot Initiative.

About the Partnership

The project is funded by the DOE’s Solar Energy Evolution and Diffusion Studies (SEEDS) program and will involve several partners, including:

About the SunShot Initiative

The U.S. Department of Energy SunShot Initiative is a national effort to drive down the cost of solar electricity and support solar adoption. SunShot aims to make solar energy a low cost electricity source for all Americans through research and development efforts in collaboration with public and private partners. Learn more at energy.gov/sunshot.

SunShot Initiative

The Guidebook

In the News

Academic Publications

G. Fibich (2017) Diffusion of new products with recovering consumers

 

Kraft-Todd, Bollinger, Gillingham, Lamp & Rand (2018) Credibility-enhancing displays promote the provision of non-normative public goods

 

More Academic Publications

Fibich, G. (2017). Diffusion of new products with recovering consumers. SIAM Journal on Applied Mathematics, 77(4), 1230-1247. https://doi.org/10.1137/17M1112546

Kraft-Todd, G. T., Bollinger, B., Gillingham, K., Lamp, S., & Rand, D. G. (2018). Credibility-enhancing displays promote the provision of non-normative public goods. Nature, 563(7730), 245-248. https://doi.org/10.1038/s41586-018-0647-4

Carattini, S., Peclat, M., Baranzini, A. (2018) Social Interactions and the Adoption of Solar PV: Evidence from Cultural Borders, Reject & Resubmit at Journal of Environmental Economics & Management, LSE Working Paper 339. http://www.lse.ac.uk/GranthamInstitute/publication/social-interactions-and-the-adoption-of-solar-pv-evidence-from-cultural-borders/ 

Spencer, G., Carattini, S., & Howarth, R. B. (2019). Short-term interventions for long-term change: spreading stable green norms in networks. Review of Behavioral Economics, 6(1), 53-93. http://dx.doi.org/10.1561/105.00000095

Fibich, G., Levin, T., & Yakir, O. (2019). Boundary effects in the discrete bass model. SIAM Journal on Applied Mathematics, 79(3), 914-937. https://doi.org/10.1137/18M1163646

 

white papers download

Harari and Kaufman, 2017
Bovarnick and Johnson, 2017

blog posts

Sleeping Giant: The State of Solar in South Carolina

The popularity of solar energy skyrocketed in South Carolina (SC) with the introduction of net metering in 2014 when the state legislature unanimously passed its ...

Solar in the Ocean State

Solarize is a solar adoption program in which a community pairs with a solar installer to promote local residential solar. The installer, who is vetted ...

People & Partners

Kenneth Gillingham

Associate Professor of Environmental & Energy Economics at Yale School of the Environment

Bryan Bollinger

Assistant Professor of Marketing at Duke University: The Fuqua School of Business

Nikki Springer

Project Editor in the at the at Yale School of Management Case Study Research Group
MBA 2018
PhD in Environmental Management 2018

Stuart DeCew

Executive Director at Yale Center for Business and the Environment
MBA 2011
Master of Environmental Management 2011

Toni Bouchard

Vice President and Chief Operating Officer at SmartPower

Bryan Garcia

President and CEO at Connecticut Green Bank
Master of Environmental Management 2000

Brian F. Keane

President at SmartPower
Chief Executive Officer at WeeGreen

Sophie Tyack

MBA 2020
Master of Environmental Management 2020

Cici Wang

MBA 2022