Public perceptions towards adoption of residential Solar Water Heaters in USA: A case study of Phoenicians in Arizona

Solar Water Heaters (SWHs) are a mature technology with high household adoption rates in developing countries such as China, Turkey and Israel. Despite being existent since early 1970s, SWHs have sustained limited growth in USA contributing to only 2% of the global market. Demographics and socio-economic factors greatly influence consumer perceptions and adoption rates of renewable energy systems, specifically distributed solar – where the decision to adopt is solely taken by consumers. However, consumer based studies to understand public perceptions about deployment of SWHs have not been conducted in USA. To better understand the consumer perspective on SWHs and their market potential, we present a survey based study focusing on the urban population in southwest USA. Our analysis explores the relation of (a) demographics (income and educational qualification), (b) group-influence, and (c) competitive technologies such as solar photovoltaics (PV) on public awareness and acceptance of SWHs. We find that consumers with higher annual income (>$60,000) and educational qualification (>bachelor's degree) have greater familiarity with SWHs. This segment of population is also willing to adopt new solar based technologies. We also note that residential consumers are more aware about solar PV than SWHs. Consumers' favored the need for information on cost and energy requirements, and performance comparison of SWHs against conventional water heating technologies as key deciding aspects to adopt SWHs in future. To assist in future policy making pertaining to investments in solar based technologies, we present a discussion on what lies ahead for SWHs in Arizona and in USA.