Behaviour change strategies for energy efficiency in owner‐occupied housing

Abstract

Purpose

Government policies in many countries are trying to accelerate conservation of energy as part of wider carbon management or energy security strategies. This paper aims to describe a trial that tested a behaviour change strategy that combined three different influencing components designed to motivate home owners to invest in energy‐saving measures in the UK.

Design/methodology/approach

The research design was based on the findings from an earlier phase of the project and was further supported with a comprehensive literature review. Data collection was carried out using survey strategies, interviews and capturing the actions of the participating households. Data analysis was undertaken using descriptive statistical methods and the most appropriate software.

Findings

The project results reflected that a combination of information delivered at key moments in the decision‐making process, incentives, and norm‐based influences have the potential to help motivate owners of domestic property to invest in energy‐saving measures. However, this strategy needs to be delivered within the context of affordable materials and installer costs.

Research limitations/implications

The trial was designed to be a limited sample experiment that was commissioned as a proof of concept study. However, policy‐makers may require a larger sample and an extended period before the proposals are rolled out on a national scale.

Originality/value

Although there are many behaviour change studies, there are far fewer on pro‐environmental behaviour in relation to climate change. This study places an emphasis on non‐cash incentives as the central proposition and this cannot be found within the relevant knowledge domain. The trial was also original in the way it incorporated other influencers including norm‐based tactics and facilitation in a combined strategy with incentives.

Citation

Bichard, E. and Thurairajah, N. (2013), "Behaviour change strategies for energy efficiency in owner‐occupied housing", Construction Innovation, Vol. 13 No. 2, pp. 165-185. https://doi.org/10.1108/14714171311322147