10.2190/K2KQ-GK2P-WT3C-T8HP K2KQGK2PWT3CT8HP 1 Accelerating the Rate of Adoption of Solar Energy Innovations in the U.S.A. 1 26 20020509 20020509 20020509 20020509 K2KQGK2PWT3CT8HP.pdf http://baywood.metapress.com/link.asp?target=contribution&id=K2KQGK2PWT3CT8HP 1 Avraham Shama Solar Energy Research Institute, Golden, Colorado Solar energy innovations are likely to concern public and business policy makers in the decade ahead. Sooner or later the focus of concern must move from the general to the specific, from the macro to the micro, from the national level to the regional and state levels. In this paper the diffusion of innovations framework is presented and discussed as an approach capable of explaining and increasing the market share of solar energy innovations. Solar domestic water heating systems serve as a prime example.

R. Stobaugh and D. Yergin (eds.), Energy Future, Random House, New York, 1979.

A. Shama and K. Jacobs, Accelerating the Rate of Adoption of Conservation Energy, Journal of Environmental Systems, 10:4, pp. 353-365, 1981.

S. Carhart, et al., Creating New Energy Choices, Energy Productivity Center, Mellon Institute, Washington, D. C., 1980.

MITRE Corporation, Preliminary Executive Summary of the National Plan for the Accelerated Commercialization of Solar Energy, McLean, Virginia, (Sep. 28 Draft) 1979.

E. Katz, M. L. Levin, and H. Hamilton, Traditions of Research on the Diffusion of Innovations, American Sociological Review, 28, pp. 237-252, 1963.

F. C. Fliegel and J. E. Kivlin, Attributes of Innovations as Factors in Diffusion, American Journal of Sociology, 72, pp. 235-248, 1966.

E. Mansfield, Industrial Research and Technological Innovation, Norton, New York, 1968.

F. D. Midgley, Innovation and New Product Marketing, John Wiley and Sons, New York, 1977.

E. L. Ostlund, Identifying Early Buyers, Journal of Advertising Research, 12, pp. 25-30, 1972.

E. L. Ostlund, Perceived Innovation Attributes as Predictors of Innovativeness, Journal of Consumer Research, 1, pp. 23-29, 1974.

M. Radnor, I. Feller, and M. E. Rogers, The Diffusion of Innovations: An Assessment, Northwestern University, Evanston, Illinois, 1978.

M. E. Rogers, Diffusion of Innovations, The Free Press, New York, 1962.

M. E. Rogers, Mass Media and Interpersonal Communication, I. de Sola Pool and W. Schramm (eds.), Handbook of Communication, Rand McNally, Chicago, pp. 290-310, 1973.

M. E. Rogers, New Product Adoption and Diffusion, Selected Aspects of Consumer Behavior: A Summary from the Perspective of Different Disciplines, National Science Foundation, U. S. Government Printing Office, 1977.

M. E. Rogers and F. F. Shoemaker, Communication of Innovations, The Free Press, New York, 1971.

D. J. Roessner, D. Posner, F. Shoemaker, and A. Shama, Applications of Diffusion Research To Solar Energy Policy Issues, Solar Energy Research Institute, Golden, Colorado, 1979.

A. Shama (ed.), Marketing Solar Energy Innovations, Praeger Publishing, New York, 1981.

K. Warner, The Need for Some Innovative Concepts of Innovation: An Examination of Research on Diffusion of Innovations, Policy Sciences, 5, pp. 433-451, 1974.

G. Zaltman, R. Duncan, and T. Holbek, Innovations and Organizations, Wiley, New York, 1973.

G. Zaltman and R. Stiff, Theories of Diffusion, S. Ward and T. Robertson (eds.), Consumer Behavior: Theoretical Sources, Prentice Hall, Inc., Englewood Cliffs, New Jersey, pp. 416-468, 1973.

H. R. Bezdek, A. S. Hirshberg, and W. H. Babcock, Economic Feasibility of Solar Water and Space Heating, Science, 203, pp. 1214-1220, March 23, 1979.

An Attitudinal Study of the Home Market for Solar Devices, Decisions and Designs, Inc., Washington, D. C. (prepared for the Federal Energy Administration, Washington, D.C), 1977.

A. Shama, Coping With Stagflation: Voluntary Simplicity, Journal of Marketing, 45, pp. 120-134, Summer 1981.

J. Arndt, Profiling Consumer Innovators, J. Arndt (ed.), Insights Into Consumer Behavior, Allyn and Bacon, Inc., Boston, pp. 71-83, 1969.

E. Katz and P. Lazarsfeld, Personal Influence: The Part Played by People in the Flow of Class Communications, The Free Press, Glencoe, Illinois, 1955.

W. J. McGuire, The Nature of Attitude and Attitude Change, G. Lindzey and E. Aronson (eds.), The Handbook of Social Psychology, Addison Wesley, Massachusetts, 2nd edition, pp. 135-315, 1969.

A. Shama, Marketing in a Slow Growth Economy: The Impact of Stagflation on Consumer Psychology, Praeger Publishing, New York, 1980.

J. Wisenblit, Perceived Attributes of Solar Heating Systems, A. Shama (ed.), Marketing Solar Energy Innovations, Praeger Publishing, New York, New York. pp. 91-109. 1981.

G. D. LaBay and C. K. Thomas, Exploring the Consumer Decision Process in the Adoption of Solar Energy Systems, C. D. Anderson, J. D. Claxton, G. H. G. McDougal, and J. R. B. Ritchie (eds.), Consumer Behavior and Energy Use, Banff - 1980 Proceedings, pp. U1-U21, 1980.

S. Warkov, Energy Conservation and Adoption of Household Solar, C. D. Anderson, J. D. Claxton, G. H. G. McDougal, and J. R. B. Ritchie (eds.), Consumer Behavior and Energy Use, Banff - 1980 Proceedings, pp. W1-W15, 1980.

S. Warkov and J. W. Meyer, Solar Diffusion and Its Infrastructure: An Exploratory Study, Working paper, Department of Sociology, University of Connecticut, Storrs, 1980.

R. Stevenson, R. Koontz, B. Bryant, and B. Burns, Prioritization of Solar RD&D Budget Allocation Analysis, Solar Energy Research Institute, Golden, Colorado, 1979.

A. Shama and K. Jacobs, Social Values and Solar Energy Policy: The Policy Maker and the Advocate, Journal of Long-Range Planning, pp. 63-75, February 1982.

S. Noll and W. Robson, Market Potential Indexing for Passive Solar Technologies, Los Alamos, New Mexico, 1980.

Booz, Allen and Hamilton, Inc., Characteristics of the Solar Heating and Cooling Equipment Industry, Bethesda, Maryland, January 1980.

Booz, Allen and Hamilton, Inc., Cost Reduction Potential in Solar Technologies Through Supply-Side Incentives, Bethesda, Maryland, February 1980.

Booz, Allen and Hamilton, Inc., Buyer Behavior and Market Adoption of Solar Technologies, Draft Final Report, Bethesda, Maryland, August 1980.

D. Posner and G. Sussman, Solar Energy and Conservation in Commercial Buildings: A Model of Market Decisions, Solar Energy Research Institute, Golden, Colorado, 1981.

R. Koontz, J. Neuendorffer, B. Green, L. Myring, G. Myring, E. Perwin, N. Gordon, and K. Weber, Impacts of State Solar Initiatives, Solar Energy Research Institute, Golden, Colorado, 1981.

G. R. Havelock, Planning for Innovation Through Dissemination and Utilization of Knowledge, Center for Research on the Utilization of Scientific Knowledge, University of Michigan, Ann Arbor, Michigan, 1969.

U. S. Department of Energy, Solar Buildings: Market Background Report, Office of Solar Applications for Buildings, Washington, D. C., Draft Final Report, March 1980.

A. Hirshberg and R. Schoen, Barriers to the Widespread Utilization of Residential Solar Energy: The Prospects for Solar Energy in the U. S. Housing Industry, Policy Sciences, 5, pp. 453468, 1974.

E. Barrett and X. Haar, Financing the Solar Home: Understanding and Improving Market Receptivity to Energy Conservation and Housing Innovations, Lexington Books, 1977.

Bass, M. F., A New Product Growth Model for Consumer Durables, Management Science, 15, p. 15, January 1969.

Bass, M. F., The Relationship between Diffusion Rates, Experience Curve, and Demand Elasticities for Consumer Durable Technological Innovations, Working paper, Krannert Graduate School of Management, Purdue University, 1978.

Berkowitz, M. K. and G. H. Haines, A Multi-Attribute Analysis of Consumer Attitudes toward Alternative Space Heating Modes, C. D. Anderson, J. D. Claxton, G. H. G. McDougal, and J. R. B. Ritchie (eds.), Consumer Behavior and Energy Use, Baniff - 1980 Proceedings, pp. X1-X17, 1980.

Boyd, P. D., Whatever Happened to Solar Heating, Business Horizons, pp. 18-24, October 1980.

Dodson, J. and E. Muller, A Model of New Product Diffusion through Advertising and Word-of-Mouth, Working paper, the Center for Mathematical Studies in Economics and Management Science, Northwestern University, 1976.

Farhar, B., P. Weis, C. Unseld, and B. Burns, Public Opinion About Energy: A Literature Review, Solar Energy Research Institute, Golden, Colorado, 1979.

Farhar, B., and C. Unseld, Consumers of Solar Energy Innovations, Praeger Publishing, New York, 1982.

Housing Magazine, What Home Shoppers Seek in Six Major Markets, Housing Magazine, October 1978.

Jacobs, K. and A. Shama, Energy Conservation in Buildings: A Behavioral Perspective, Solar Energy Research Institute, Golden, Colorado, (Draft) 1981.

Kantrowitz, M., J. Kurtz, and K. Hart, User Needs for Solar Decisionmaking Tools: The Homebuilding Industry, Booz, Allen, Hamilton, Inc., Bethesda Maryland (prepared for the Solar Energy Research Institute, Golden, Colorado), 1980.

Koontz, R., M. Genest, and B. Bryant, The National Commercial Heating and Cooling Demonstration: Purpose, Program, and Implications, 1980.

Margolis, J., K. Jacobs, and A. Shama, Residential and Commercial Energy Demand: A Survey of Data Availability, Solar Energy Research Institute, Golden, Colorado, 1981.

Nevers, V. J., Extensions of a New Product Growth Model, Sloan Management Review, 2, p. 13, 1972.

Real Estate Research Corp., Selling the Solar Home, 1978.

Schnee, E. J., Government Programs and the Growth of High Technology Industries, Research Policy, 7, pp. 2-24, 1978.

Schurr, H. S., et al. (eds.), Energy in America's Future: The Choices before Us, Resources for the Future, Baltimore, 1979.

Shama, A., Marketing in the Post Stagflation Era, Marketing Communications, pp. 64-66, October 1980.

Shama, A., The Solar High Potential/Low Adoption Paradox, Solar Engineering, pp. 42-45, 1981.

Solar Energy Research Institute, Solar and Conservation Study: Building a Substantial Energy Future, Solar Energy Institute, Golden, Colorado, 1981.

Sparrow, F. T., S. Warkov, and R. C. Kass, Socioeconomic Factors Affecting the Adoption of Household Solar Technology, S. Workov (ed.), Energy Policy in the United States: Social and Behavioral Dimensions, Praeger, New York, 1978.

U. S. Department of Energy, Domestic Policy Review of Solar Energy, Washington, D. C., February 1979.

U. S. Department of Energy, Solar Collector Manufacturing Activity, July Through December 1979, Washington, D. C., March 1980.

U. S. Department of Energy, Solar Energy Objectives, Calendar Year 1980, Washington, D. C., April 1980.

U. S. Department of Energy, Active Solar Strategy Report, Washington, D. C., 1980.

U. S. General Accounting Office, 20-Percent Solar Energy Goal - Is There a Plan to Attain It?, Washington, D. C., March 1980.

Vories, R. and H. Strong, Solar Market Studies: Review and Comment, Solar Energy Research Institute, Golden, Colorado, 1980.

Yarosh, M. M., and A. H. Litka, Solar Commercialization: The Consumer Experience, Florida Solar Energy Center, Cape Canaveral, Florida, 19xx.