A research study conducted by James Letzelter conducted a study to examine the factors that are important for solar technology adoption at the residential scale in upstate New York in 2020. The study found that women were more likely to indicate environmental factors as the important decisive factor. The research was highlighted in a CleanTechnica feature on women as solar adopters. The article argued for the solar industry to target women audience as potential adopters.
You can read more about the research here