Suggested Citation:
Bull, Stephen, Koral Buch, Coco Freling, Scott Hardman, Jeremy Firestone (2025)

Electric Vehicles and Rooftop Solar Energy: Consumption Values Influencing Decisions and Barriers to Co-adoption in the United States

This study investigates household decisions regarding adoption of solar panels and plug-in electric vehicles in the United States (CA, CO, FL, MA, MN, TX, VA). Although the adoption of each technology is well-documented, the dynamics of their co-adoption have been understudied. This study uses Theory of Consumption Values to investigate co-adoption decisions. Employing qualitative interviews with co-adopters and single technology adopters, this research uncovers underlying motivations and challenges associated with co-adoption. The study reveals that co-adoption is primarily driven by a blend of functional, emotional, social, epistemic, and conditional values. Key findings indicate that direct connections between the adoption of electric vehicles and solar (conditional value) are uncommon. Instead, many co-adoption decisions are made independently, guided by overlapping consumption values. The study also identifies challenges to co-adoption, including cost, lack of knowledge, and perceived technology incompatibilities. These insights contribute to the broader understanding of complementarity in sustainable technology adoption by households. They also highlight the need for approaches that address identified barriers and facilitate the transition of single adopters to co-adopters.