When individual action requires collective approval: a roadmap for solar power adoption by strata property owners

Publication Name

Journal of Social Marketing


Purpose: This paper aims to examine a situation in which individual action requires collective approval – solar power adoption in strata properties – and offers a motivation-opportunity-ability theory-based model with which such a situation may be approached. Design/methodology/approach: A Delphi methodology was undertaken for this study, with three iterative questionnaires administered online to a panel of strata property, renewable energy and sustainable housing experts. Findings: The Delphi panel’s insights have informed a new conceptual model, the Strata Solar Champion Roadmap (SSCR), outlining the variables affecting strata-based solar power adoption. Research limitations/implications: Researchers and practitioners are encouraged to test and enhance the model’s generalisability. Further case studies or quantitative analysis measuring the strength of the relationships identified in the SSCR model is particularly necessary. The SSCR could also be applied when examining other common strata governance disputes. Practical implications: Policymakers and social marketers are encouraged to apply the SSCR when planning interventions to facilitate strata scheme solar power adoption. Furthermore, the SSCR offers guidance to strata property owners and strata schemes seeking to adopt solar power, thus increasing renewable energy use in a major sector of the Australian energy market. Originality/value: Within this context, the SSCR’s conceptualisation of strata-based solar PV adoption provides new insights into individual behaviour change requiring collective approval.

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