Low- and moderate-income (LMI) households remain less likely to adopt rooftop solar photovoltaics (PV) than higher-income households. A transient period of inequitable adoption is common among emerging technologies but stakeholders are calling for an accelerated transition to equitable rooftop PV adoption. To date, researchers have focused on demand-side drivers of PV adoption inequity, but supply-side factors could also play a role. Here, we use quote data to explore whether PV installers implement income-targeted marketing and the extent to which such strategies drive adoption inequity. We find that installers submit fewer quotes to households in low-income areas and those households that receive fewer quotes are less likely to adopt. The data suggest that income-targeted marketing explains about one-quarter of the difference in PV adoption rates between LMI and higher-income households. Policymakers could explore a broader suite of interventions to address demand- and supply-side drivers of PV adoption inequity.

中低收入 (LMI) 家庭采用屋顶太阳能光伏 (PV) 的可能性仍低于高收入家庭。在新兴技术中，不公平采用的短暂时期很常见，但利益相关者呼吁加速过渡到公平采用屋顶光伏。迄今为止，研究人员一直专注于光伏采用不公平的需求侧驱动因素，但供应侧因素也可能发挥作用。在这里，我们使用报价数据来探讨光伏安装商是否实施以收入为目标的营销以及此类策略在多大程度上导致采用不公平。我们发现安装人员向低收入地区的家庭提交的报价较少，而那些收到报价较少的家庭不太可能采用。数据表明，收入目标营销解释了中低收入家庭和高收入家庭之间光伏采用率差异的四分之一。政策制定者可以探索更广泛的干预措施，以解决导致光伏采用不公平的需求和供应方面的驱动因素。