Do I put Solar Panels on My Roof If My Neighbors Can See Them? Uniqueness and Conformity as Drivers of Individual Technology Adoption

Anders Ørding Olsen, Jörg Claussen, Justin Tumlinson

    Research output: Contribution to conferencePaperResearchpeer-review


    Utility from technology adoption is not only derived from economic value but also influenced through social factors. We argue that visibility of technology adoption can be an important social factor that can increase adoption if individuals want to signal uniqueness or decrease adoption if they want to
    conform to their peers. We study in how far the potential visibility of solar panels from the street influences the adoption decision of 122,349 Danish households and find that conformity motivations seem to dominate, i.e. the average household is less likely to adopt if solar panels are visible from the street, but less wealthy households are more likely to adopt of solar panels are visible. These findings generate policy implications for supporting the adoption of sustainable technologies.
    Original languageEnglish
    Publication date2015
    Publication statusPublished - 2015
    Event2015 Sustainability, Ethics, Entrepreneurship (SEE) Conference - University of Denver, Denver, United States
    Duration: 30 Apr 20151 May 2015


    Conference2015 Sustainability, Ethics, Entrepreneurship (SEE) Conference
    LocationUniversity of Denver
    Country/TerritoryUnited States
    Internet address

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