| Dwindling nonrenewable energy resources and rising energy costs have forced the United States to develop alternative renewable energy sources. The United States' solar energy industry has seen an upsurge in recent years, and photovoltaic holds considerable promise as a renewable energy technology. The purpose of this case study was to explore homeowner's awareness of the benefits of solar energy. Disruptive-innovation theory was used to explore marketing strategies for conveying information to homeowners about access to new solar energy products and services. Twenty residential homeowners were interviewed face-to-face to explore (a) perceived benefits of solar energy in their county in Ohio, and (b) perceptions on the rationale behind the marketing strategy of solar energy systems sold for residential use. The study findings used inductive analyses and coding interpretation to explore the participants' responses that 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 that is available for consumer use. 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 use of solar energy systems as a clean, renewable, and affordable alternative electricity energy source for the 21st century. |
