HISPANICS & THEIR SOLARENERGY ADOPTION PATTERNS      Dr. Mary Beth McCabe        Dr. Ramon Corona       Dr. Richard Weaver...
50,000,000 U.S. Hispanics43% growth over 10 yearsTrillion $ in Buying Power
Are Hispanics different?• General Market                                          • Hispanics  –   Me                     ...
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                        ...
CA. Hispanics $100k+ want       information
Reach Hispanics with solar energy messagesCalifornia Hispanics prefer to watch TV and listen to radio more than nonHispani...
Is your marketing campaign         working?
ContactE-mail:mmccabe@nu.edu; rcorona@nu.edu; rweaver@nu.eduSolar Blog:Http://www.sunmarketingsolar.blogspot.comFacebook: ...
Hispanics and Their Solar Energy Adoption Patterns
Hispanics and Their Solar Energy Adoption Patterns
Hispanics and Their Solar Energy Adoption Patterns
Hispanics and Their Solar Energy Adoption Patterns
Hispanics and Their Solar Energy Adoption Patterns
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Hispanics and Their Solar Energy Adoption Patterns

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Presented at World Renewable Energy Forum May 2012

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Hispanics and Their Solar Energy Adoption Patterns

  1. 1. HISPANICS & THEIR SOLARENERGY ADOPTION PATTERNS Dr. Mary Beth McCabe Dr. Ramon Corona Dr. Richard Weaver National University
  2. 2. 50,000,000 U.S. Hispanics43% growth over 10 yearsTrillion $ in Buying Power
  3. 3. Are Hispanics different?• General Market • Hispanics – Me – Group – Quality of life – Sacrifices for kids – Equality – Hierarchy – Control of destiny – Fatalism – Innovation – Tradition – Efficient – Personal – Accomplishment – Enlightenment – Assertive – Accommodating Sources: Balboa, Berman, Bautista, Cheskin, Korzenny, Valdes
  4. 4. Few Hispanics own solar
  5. 5. Hispanics prefer solar thermal
  6. 6. CA. Hispanics $100k+ want information
  7. 7. Good News: High income green at home
  8. 8. Good News: Hispanics print less, save energy
  9. 9. What can we change?• Education
  10. 10. Education needs to change behavior intentions
  11. 11. 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 Americanlifestyle and society includesHispanics, and understanding howHispanics view energy andsustainable practices may assist tocontinue this research.”Authors
  12. 12. CA. Hispanics $100k+ want information
  13. 13. Reach Hispanics with solar energy messagesCalifornia Hispanics prefer to watch TV and listen to radio more than nonHispanics. Their second choice overall is web.
  14. 14. Is your marketing campaign working?
  15. 15. 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 ValueLinkedin.com Group: – California Solar Marketers (788 members)Twitter: @solarmarketingCell: 858 488 2867 (McCabe)

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