Abstract
Grounded in the disruptive innovation theory in this single case study, the purpose of this case study was to explore homeowner’s awareness of the benefits of solar energy. Twenty residential homeowners were interviewed face- to-face to explore: 1) perceived benefits of solar energy in their county in Ohio and 2) perceptions of the rationale behind the marketing strategy of solar energy systems sold for residential use. Inductive analyses and coding interpretation to explore the participants’ responses revealed 3 themes: the existence of environmental benefits for using solar energy systems, the expensive cost of equipment associated with government incentives, and the lack of marketing information available for consumers use. The study’s finding indicated that homeowners were largely unaware of the lack of marketing strategies and social change implications through community awareness. The implications for positive social change include the potential to enable corporate leaders, small business owners, and entrepreneurs to develop marketing strategies for renewable energy systems. These strategies may promote solar energy systems as a clean, renewable, and affordable alternative electrical energy source for the 21st century.
Highlights
In 2011, an International Energy Agency report indicated that solar panel installations would supply around 45% of energy demand by 2050 (Mekhilef et al, 2011)
The study results were essential to describe the participant viewpoint and familiarities the primary research question related to the level of homeowner understanding regarding the availability of solar energy systems
Interview Question 1 The first interview question was, “What do homeowners view as the key benefits of installing a solar energy system?” Summary analysis of homeowner viewpoints
Summary
In 2011, an International Energy Agency report indicated that solar panel installations would supply around 45% of energy demand by 2050 (Mekhilef et al, 2011). Solar energy systems are available for home use, allowing homeowners to unlock the power of these renewable resources systems. Photovoltaic (PV) systems provide a viable choice for renewable energy sources and energyefficient systems that produce electricity and heat and reduce the carbon emissions footprint on the environment (Lupangu & Bansal, 2017). The level of residential homeowners’ understanding of alternative energy systems and available resources became apparent. Researchers can explore a phenomenon within its context using various data sources (Yin, 2018). The exploration of the level of awareness regarding alternative energy systems used the following research approach: 1) Identify the phenomenon by understanding homeowners’ awareness regarding the availability of solar energy systems. The study included the methodology and tools for analyzing what residential homeowners interpreted and viewed as the phenomenon. The second section includes the methodology, findings, inclusions, and implications for further research
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