Comsumer motivations for choosing a solar energy equipped new home when the non-solar or conventional model was also available were investigated. The approach was to test the relative importance of demographic, dwelling unit, and heating system characteristics in household decisions to purchase a home equipped with solar energy devices. Two statistical models were developed: one to examine the relationship between the types of home buyers (as an identifiable market segment) and the decision to purchase a solar home, and the other to compare the energy use of solar vs. conventional homes selected in the sample. (MHR).