The impact of attribute preferences on adoption timing: The case of photo-voltaic (PV) solar cells for household electricity generation

► To model the adoption probability of PV solar panels by households. ► Data from Ontario, province of Canada, with generous feed-in tariff for solar households. ► Estimation of adoption probability using attribute preferences and social covariates. ► Wide range of household adoption probability within 10 years median value 52%. ► Promotions should explain investment criteria, tariffs and environmental effects.