Research Confirms Early Adopters of Renewable Energy Don’t Like Each Other

By | 2018-01-26T05:15:42+00:00 January 25th, 2018|Architecture, Marketing, Technology Adoption|

One of the more troubling pieces of my research over the last 20 years is the persistent finding that early adopters of renewable energy don’t really like each other. When I interview people who have adopted solar power, they often tell me (politely) they don’t “respect” other people who have also adopted solar. The reason