Exploring the Consumer Decision Process in the Adoption of Solar Energy Systems
LaBay, D. G., & Kinnear, T. C. (1981). Exploring the consumer decision process in the adoption of solar energy systems.. Journal of Consumer Research, 8, 3, 271-278.
Examined residential solar energy systems within an adoption and diffusion of innovations framework using data for 631 Ss who responded to a mail survey. Findings indicate considerable differences between adopters and nonadopters on many measures. Multivariate nominal scale analysis was used to develop classification models based on both attribute perceptions of solar energy systems and demographic characteristics. (16 ref)