Toward residential decarbonization: Analyzing social-psychological drivers of household co-adoption of rooftop solar, electric vehicles, and efficient HVAC systems in Georgia, U.S.

Abstract

The marketplace of climate solutions has grown considerably. Three technologies, in particular, exhibit strong potential for disruptive change and advancement in the residential sector: electric vehicles (EVs), rooftop photovoltaics (RPVs), and efficient heating, ventilation, and air conditioning (HVAC) systems. Many scholars have studied the adoption of these technologies; we address their co-adoption. Using a survey conducted in Georgia, we examine pro-environmental behavior, risk tolerance, and energy-related knowledge as social-psychological drivers for the co-adoption of RPVs, EVs, and efficient HVACs (including heat pumps). We conclude that some but not all of these drivers are relevant to the adoption and co-adoption of the three transformational climate solutions. Pro-environmental behaviors, for instance, appear to create conditions for “positive spillover,” propelling consumers toward adopting multiple climate solutions, whereas energy knowledge has no clear relationship with co-adoption. At the same time, the = influence of these drivers are unique to different combinations of technologies – one notable example is the significance of risk tolerance when RPV is added to technology bundles. Our paper contributes to the literature by broadening the understanding of the adoption of bundled (or co-adopted) climate solutions.