As society has progressed over time, we have developed extensive unsustainable consumption habits, and we will have to deal with the future consequences of those actions. Problems, like climate change, have developed into intricate issues that will require innovative marketing and promotion methods, as they will involve the alteration of solidified social patterns and constructs. Through analyzing products like residential renewable energy, we can better understand how sustainable and responsible behavior can be fostered from the individual level to a national scale. That is why this study asks what factors explain homeowners’ decision to invest in renewable energy? Through exploring past research, understanding current markets, and surveying potential and current renewable energy user, this study attempts to identify the most prominent barriers and effective promoters of residential renewable energy.
Includes bibliographical references.