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Family dynamics are a missing piece in understanding residential solar adoption
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DOI：10.1038/s41560-026-02104-8.png)
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Abstract
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Residential solar adoption is typically conceptualized as an individual-level decision, overlooking the relational complexity that underpins household decision-making. Here we examine how intrahousehold dynamics shape solar adoption by carrying out two studies. Using interview data from 39 couples, Study 1 identified role sets: ‘in sync’, observed among adopter households and characterized by shared goals and division of labour, and ‘oppositional’, marked by disagreement and found among non-adopters. However, catalysts (for example, expiring tax credits, escalating bills) were often necessary to move in-sync households to adoption. Using surveys of lost and current adopters (N = 394), Study 2 investigated the roles of household actors: in adopter households, romantic partners and parents played larger roles, executed more tasks, initiated more discussions and expressed greater positivity than in lost-customer households. Greater household-wide support and even disagreement predicted adoption. Together, these results highlight that household coordination is critical for adoption. Household-wide coordination capacity underpins residential solar adoption. In-sync households share goals, actively deliberate and act collectively to adopt. Oppositional households are misaligned, face coordination snags and do not adopt.
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