Achieving national climate goals depends not only on large-scale energy reforms, but also on widespread household adoption of renewable technologies such as solar panels and electric vehicles. Despite financial incentives often used to encourage adoption, participation remains uneven. Existing research shows that financial and economic factors matter, yet they do not fully explain why some households adopt renewable technologies while others do not. In environmentally progressive communities such as Amherst, Massachusetts, psychological and social influences may play an especially important role, but these local behavioral dynamics are not well understood.

This study aims to examine how behavioral factors shape renewable energy adoption decisions among households in Amherst. Specifically, it will investigate the role of perceived social norms, environmental attitudes, confidence in managing the adoption process, trust in institutions, and awareness of financial incentives in shaping both adoption and future intentions.

Using a survey-based research design, data will be collected from adult Amherst residents to measure renewable energy adoption, behavioral perceptions, and demographic characteristics. Statistical analysis will be performed to identify which factors most strongly predict adoption decisions and how behavioral influences compare to financial considerations.

The findings of this research contribute to a better understanding of how psychological and social factors shape clean energy decisions at the community level. By pinpointing crucial drivers and barriers, this thesis can inform more effective local outreach strategies and policy design, helping accelerate renewable energy adoption and supporting broader climate goals.