Rotterdam school of Management, Erasmus University compact logo

New research from Rotterdam School of Management suggests that emphasizing the financial benefits of solar panels significantly boosts homeowner commitment to adopting them. Contrary to assumptions, framing the decision in terms of personal cost savings was found to be 40% more effective in encouraging commitment compared to messages focusing on environmental benefits. The study, conducted through a large-scale trial with over 26,000 participants, underscores the influence of personal economic incentives over environmental motivations in promoting green technologies like solar panels.


  • Ting Li
    Role: Faculty
    Reference type: Referenced

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  • EiBI (Online)