Solar and keeping up with the Joneses

Alternative energy sources are becoming increasingly popular and the momentum that individuals create by making an investment in solar is proving to be contagious. This is not surprising given human nature, but it is heartening to see a necessary trend taking route. Is it overstating the case to say this trend is necessary? Not at all, according to the latest climate science projections. The planet is warming at a rate never before seen and the combustion of fossil fuels continues to be the primary reason. Governments at all levels need to invest more heavily in promoting renewable energy if they want citizens to adopt these technologies, new research suggests.

Solar peer pressure?

University of Alberta environmental sociologist John Parkins led a study to find out what motivates Canadians to use renewable energy, specifically solar panels, in their everyday lives.

After surveying 2,065 people across the country about their knowledge of energy issues and their beliefs, the researchers discovered that people are more likely to invest in costly technology like rooftop solar panels when they see it being used in their own communities."If you are immersed in an environment where these technologies are all around you, they become more familiar and doable," said Parkins, who conducted the study with fellow researchers from the Faculty of Agricultural, Life & Environmental Sciences and the University of New Brunswick."Seeing the technologies in use creates this sensory environment that enhances the desire to do the right thing, to make a decision that would otherwise be difficult to make," he said. Public investment in solar power on community and government buildings such as schools, sports arenas, and government buildings can make a difference in people's adoption intention, he believes. "They can promote renewable energy by making it more visible to people."

"I don't see very many solar panels on municipal buildings. There's still a lot of work to do."

Financial incentives are a huge aid to solar

He added that financial incentives, such as rebate programs and technological advances, may not be sufficient motivation to entice people to switch from conventional energy sources like oil and gas to renewables like wind and solar power, which comes with its own set of hotly debated issues such as affordability, and concerns about noise and the overall effect on wildlife.

"There are environmental and economic challenges with these technologies, and there's no perfect solution. Making the switch isn't as ethically simple as it sounds," he said—noting, however, that "if we don't pursue renewable energy, the alternatives are worse."

Currently, solar power accounts for only 0.3 percent of total electricity production in Canada, but it's a viable technology that could be broadly adopted across the country, Parkins believes.

In exploring people's attitudes, the study gauged their levels of interest in energy issues, environmental values, and factual and overall knowledge about energy sources.

"We found that if someone is more engaged in this way, they are also more inclined to adopt the use of solar panels. That's not surprising, but the idea is that just general levels of civic engagement matter," Parkins said.

He added that governments can spur people to think and discover about energy production in general. Promoting discussion about renewable energy alternatives through town-hall meetings or public information sessions can aid greatly to increase renewable energy adoption.

"An engaged citizen is more confident and willing to adopt renewable energy technology."

The solar energy trend is one that has momentum and the benefit of being the most sensible method for powering our lives. Don't install solar to "keep up with the Joneses", do it because you will help save the planet and save money in the process. For further information, see our blog

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