%0 Journal Article
%A Eric O'Shaughnessy
%A Galen L Barbose
%A Ryan H Wiser
%A Sydney Forrester
%B iScience
%D 2021
%G eng
%N 10
%R https://doi.org/10.1016/j.isci.2021.103137
%T Income-targeted marketing as a supply-side barrier to low-income solar adoption
%U https://www.sciencedirect.com/science/article/pii/S2589004221011056
%V 24
%8 10/2021
%X <p><span>Low- and moderate-income (LMI) households remain less likely to adopt rooftop solar&nbsp;</span><a class="topic-link" title="Learn more about photovoltaics from ScienceDirect's AI-generated Topic Pages" href="https://www.sciencedirect.com/topics/engineering/photovoltaics">photovoltaics</a><span>&nbsp;(PV) than higher-income households. A transient period of inequitable adoption is common among emerging technologies but stakeholders are calling for an accelerated transition to equitable rooftop PV adoption. To date, researchers have focused on demand-side drivers of PV adoption inequity, but supply-side factors could also play a role. Here, we use quote data to explore whether PV&nbsp;<a class="topic-link" title="Learn more about installers from ScienceDirect's AI-generated Topic Pages" href="https://www.sciencedirect.com/topics/engineering/installers">installers</a>&nbsp;implement income-targeted marketing and the extent to which such strategies drive adoption inequity. We find that installers submit fewer quotes to households in low-income areas and those households that receive fewer quotes are less likely to adopt. The data suggest that income-targeted marketing explains about one-quarter of the difference in PV adoption rates between LMI and higher-income households. Policymakers could explore a broader suite of interventions to address demand- and supply-side drivers of PV adoption inequity.</span></p>