Skip to main content

Thank you for visiting nature.com. You are using a browser version with limited support for CSS. To obtain the best experience, we recommend you use a more up to date browser (or turn off compatibility mode in Internet Explorer). In the meantime, to ensure continued support, we are displaying the site without styles and JavaScript.

  • RESEARCH HIGHLIGHT

Self-interest powers decision to go solar

Cool calculation trumps the common good when it comes to adopting solar energy.
Person in wide-brimmed hat installing solar panels on the roof of a house.

Campaigns encouraging people to install solar panels on their homes could be tailored to increase the uptake of the technology. Credit: Joe Raedle/Getty

Personal economic advantage is more likely to persuade people to switch to solar power than campaigns focusing on public interest.

Access options

Rent or buy this article

Prices vary by article type

from$1.95

to$39.95

Learn more

Prices may be subject to local taxes which are calculated during checkout

Nature 584, 327 (2020)

doi: https://doi.org/10.1038/d41586-020-02377-3

References

Subjects

Latest on:

Nature Careers

Jobs

Nature Briefing

Sign up for the Nature Briefing newsletter — what matters in science, free to your inbox daily.

Get the most important science stories of the day, free in your inbox. Sign up for Nature Briefing

Search

Advanced search

Quick links