While the growth of rooftop solar is accelerating, the majority of Americans believe they cost too much to seriously consider. Their attitudes changed substantially after they were acquainted with solar leasing programs, according to a new survey from sustainability communications and consulting firm EnviroMedia.

“It’s no surprise we found 70% of Americans perceived ‘cost’ was a barrier to installing solar panels to their home to offset some of their electricity use,” said Kevin Tuerff, EnviroMedia president. “Consumers are probably unaware of the plummeting cost of solar power, and most have never heard of solar leasing.”

Once they were acquainted with solar leasing options, about 67% said they were “very or somewhat interested.”

Utilities aren’t taking advantage

The study also revealed that just 9% of those who participated in the survey are participating in a renewable energy program offered by their electric utility. However, 69% said they “might be interested” in such an option.

As Tuerff put it, “Americans need basic education about where their electricity comes from and how clean energy works. Unfortunately, only one-third of Americans said they definitely know the fuel source of their electricity, so we’ve got a ways to go.”

In related news…

Digital Federal Credit Union (DCU) and Sungage Financial, a marketplace that provides homeowners with access to low-cost solar financing, recently announced a $100 million residential solar loan program. DCU will leverage Sungage’s platform and installer network to finance about 4,000 solar installations nationwide. Sungage now offers a solar finance program in Connecticut but plans to expand to serve installers and homeowners in Massachusetts, New Jersey and New York. Sungage plans to expand to other active solar markets across the country in 2015.

Jesse Berst is the founder and Chief Analyst of SGN and Chairman of the Smart Cities Council, an industry coalition.