HISPANICS & THEIR SOLAR ENERGY ADOPTION PATTERNS

Dr. Mary Beth McCabeDr. Ramon CoronaDr. Richard WeaverNational University

50,000,000 U.S. Hispanics

43% growth over 10 years

Trillion $ in Buying Power

Are Hispanics different?

• General Market– Me– Quality of life– Equality– Control of destiny– Innovation– Efficient– Accomplishment– Assertive

• Hispanics– Group– Sacrifices for kids– Hierarchy– Fatalism– Tradition– Personal– Enlightenment– Accommodating

Sources: Balboa, Berman, Bautista, Cheskin, Korzenny, Valdes

Few Hispanics own solar

Hispanics prefer solar thermal

CA. Hispanics $100k+ want information

Good News: High income green at home

Good News: Hispanics print less, save energy

What can we change?

• Education

Education needs to change behavior intentions

Recommendation #1: “Education for Hispanics so they can learn more about the options and values of renewable energy, especially solar PV. “Authors

“The future of our American lifestyle and society includes Hispanics, and understanding how Hispanics view energy and sustainable practices may assist to continue this research.”Authors

CA. Hispanics $100k+ want information

Reach Hispanics with solar energy messagesCalifornia Hispanics prefer to watch TV and listen to radio more than non Hispanics. Their second choice overall is web.

Is your marketing campaign working?

ContactE-mail:mmccabe@nu.edu; rcorona@nu.edu; rweaver@nu.eduSolar Blog: Http://www.sunmarketingsolar.blogspot.comFacebook:

– Solar Power Hour– Your Next Steps– Solar Resale Value

Linkedin.com Group:– California Solar Marketers (788 members)

Twitter: @solarmarketingCell: 858 488 2867 (McCabe)