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The Norm Activation Model (NAM) and Florida residential electricity consumers' adoption or rejection of Photovoltaic (PV) rooftop solar power technology

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Jason Bowman

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Sarasota

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Brian Turnbull

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This research project investigates the major factors motivating Florida residential electricity consumers to adopt or reject photovoltaic (PV) rooftop solar power technology using the norm activation model (NAM). In the context of sustainable electricity consumption, the NAM posits that an individual is more likely to adopt or implement renewable electricity technology when an individual has a strong personal norm to act in an environmentally sustainable fashion. The two major factors that affect personal norms are awareness of consequences and outcome efficacy beliefs. Data to test the NAM's predictive power was collected by creating two survey questionnaires, one for PV rooftop solar power adopters and the other for PV rooftop solar power non-adopters. The two survey questionnaires were disseminated to approximately 27,000 Floridians contained in Solar United Neighbors of Florida's email database. Descriptive statistics were generated for both populations of respondents and chi-squared analysis was performed on three key variables between the two populations in order to test the predictive power of the NAM. The three key variables examined were Florida residential electricity consumers' level of environmental awareness, outcome efficacy beliefs, and personal norms. No statistically significant differences were found between the two populations sampled regarding the level of environmental awareness, outcome efficacy beliefs, or personal norms. Further research is required to ascertain the predictive power of the NAM on whether Floridians are more likely to adopt or reject PV rooftop solar power based upon a strong personal norm to act in an environmentally sustainable fashion.

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The Norm Activation Model (NAM) and Florida residential electricity consumers' adoption or rejection of Photovoltaic (PV) rooftop solar power technology

This research project investigates the major factors motivating Florida residential electricity consumers to adopt or reject photovoltaic (PV) rooftop solar power technology using the norm activation model (NAM). In the context of sustainable electricity consumption, the NAM posits that an individual is more likely to adopt or implement renewable electricity technology when an individual has a strong personal norm to act in an environmentally sustainable fashion. The two major factors that affect personal norms are awareness of consequences and outcome efficacy beliefs. Data to test the NAM's predictive power was collected by creating two survey questionnaires, one for PV rooftop solar power adopters and the other for PV rooftop solar power non-adopters. The two survey questionnaires were disseminated to approximately 27,000 Floridians contained in Solar United Neighbors of Florida's email database. Descriptive statistics were generated for both populations of respondents and chi-squared analysis was performed on three key variables between the two populations in order to test the predictive power of the NAM. The three key variables examined were Florida residential electricity consumers' level of environmental awareness, outcome efficacy beliefs, and personal norms. No statistically significant differences were found between the two populations sampled regarding the level of environmental awareness, outcome efficacy beliefs, or personal norms. Further research is required to ascertain the predictive power of the NAM on whether Floridians are more likely to adopt or reject PV rooftop solar power based upon a strong personal norm to act in an environmentally sustainable fashion.