Marketing Strategies to Use Solar Energy in Homes ()
ABSTRACT
Grounded in the disruptive innovation theory in this single case study,
the purpose of this case study was to explore homeowner’s awareness of the
benefits of solar energy. Twenty residential homeowners were interviewed face- to-face to explore: 1) perceived benefits of solar energy in their county
in Ohio and 2) perceptions of the rationale behind the
marketing strategy of solar energy systems sold for residential use. Inductive
analyses and coding interpretation to explore the participants’ responses
revealed 3 themes: the existence of environmental benefits for using solar
energy systems, the expensive cost of
equipment associated with government incentives, and the lack of marketing
information available for consumers use. The study’s finding indicated that
homeowners were largely unaware of the lack of marketing strategies and social
change implications through community awareness. The implications for positive
social change include the potential to enable corporate leaders, small business
owners, and entrepreneurs to develop marketing strategies for renewable energy
systems. These strategies may promote solar energy systems as a clean,
renewable, and affordable alternative electrical energy source for the 21st
century.
Share and Cite:
Luckett, R. and Needham, C. (2021) Marketing Strategies to Use Solar Energy in Homes.
Open Journal of Business and Management,
9, 2950-2976. doi:
10.4236/ojbm.2021.96165.