Our co-op electricity distributing utility, which serves a rural and politically conservative area, recently floated the idea of a community solar garden built by the utility and conducted a member (37,000 members) survey to determine interest. Members could buy one or more panels, get kWh credit for the purchased panels, and the utility would build, manage, insure, and maintain the system for its useful life. Only members wanting PV electricity would pay the cost, no cost shifting to non-buying members.
The member survey was designed and conducted by a professional organization, the survey questions: views on solar electricity, importance of solar/wind as energy sources, reasons for interest in solar electricity, differences in attitudes of different demographic groups, breakdown of member interest based on their views, and willingness to pay a higher cost for electricity from solar.
The results were: 44% of members would pay more for electricity if the result was CO2 reduction; 53% of members would pay more for electricity from renewable (solar, wind) sources. Only 21% of members were not willing to pay more. The breakdown was: 27% of members were willing to pay an extra $20/month, 34% of members were willing to pay an extra $10-15/month, and 15% of members were willing to pay an extra $3-5/month.
Finally, as to member willingness (market potential) to actually purchase community solar garden panels: at a represented cost of $1200-1600/panel (about $3-4/watt of panel rating), 4% of members definitely would buy and 15% of members probably would buy; and if financing was available over 5 (?) years, 7% definitely would buy and 17% probably would buy.
These numbers represent 20-25% of co-op members, or if each member willing to buy would buy only one panel (400 watt panels are being considered), 7400-9250 (8250 average) panels would be purchased: that equates to a 3,300 kWh (3.3 MW) solar system.
An interesting side note is that the IRS in a letter ruling recently determined that an individual buying into a community solar garden qualified for the federal 30% tax credit. If this becomes a binding determination, then I would assume member interest in buying would increase substantially, as the cost/panel would be reduced to $840-1120/panel ($2-3/watt).