Beyond Profitability of Energy-Saving Measures—Attitudes Towards Energy Saving

Zundel, Stefan; Stieß, Immanuel

doi:10.1007/s10603-011-9156-7

Cited by 76 publications

(49 citation statements)

References 19 publications

(17 reference statements)

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“…We did not observe comparisons of return on capital for instance between purchasing stocks and insulating the roof. This matches the finding of Zundel, Stieß (2011) (see Chapter 2.2) that homeowners do not regard energy efficient refurbishment measures solely as investments but also as a consumer good. Hence, owner-occupiers are likely to evaluate energy efficiency renovations like other consumer goods.…”

Section: Key Resultssupporting

confidence: 86%

“…To our understanding, a marketing oriented consumer research perspective has not been taken so far. One explanation may be the presupposition that energy efficient refurbishments are mainly seen as investments by homeowners and approaches to explain these decisions focus on monetary determinants (Zundel, Stieß 2011). Wilson et al (2014) emphasize in their literature review that nonmonetary determinants are systematically understudied in the area of energetic refurbishments.…”

Section: Research On Energy Efficient Refurbishment Decisionsmentioning

confidence: 99%

“…Klockner and Nayum (2016) conclude that this fact might bias research findings toward overemphasizing economic determinants. Only Zundel and Stieß (2011) propose that most homeowners do not regard energy efficient refurbishment measures solely as an investment but also as a consumer good. They refer to Gram-Hanssen et al (2007) Wilson et al (2015) claim that most studies wrongfully treat the refurbishment decision statically, as a discrete event or point in time.…”

Section: Research On Energy Efficient Refurbishment Decisionsmentioning

confidence: 99%

“…It occurs when "… an individual senses a difference between what he or she perceives to be ideal versus the actual state of affairs." (Blackwell et al 2006, p. 71) Many owner-occupiers regard their homes as ideal and do not perceive a demand for alterations (Zundel, Stieß 2011). Misperception respectively ignorance of the current energy demand and a low salience of energy costs is common (Wilson et al 2015).…”

Section: Problem Recognitionmentioning

confidence: 99%

“…The decision is not driven by one motive, but by an alliance of motives (Stieß, Dunkelberg 2013). Owner-occupiers apply different criteria and weigh them subjectively, given their individual preferences and attitudes (Zundel, Stieß 2011).…”

Section: Pre-purchase Evaluationmentioning

confidence: 99%

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A Consumer Decision-Making Process? Unfolding Energy Efficiency Decisions of German Owner-Occupiers

Baginski

2017

SSRN Journal

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Standard-Nutzungsbedingungen:Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden.Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen.Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in AbstractThe German housing stock needs substantial energetic retrofit to meet carbon reduction targets. Various instruments are available to motivate building owners to improve the energy efficiency of their dwellings. These instruments mainly focus on the economic issue of funding and financing energy efficient refurbishments as the decision is interpreted as a rational choice of an investment. Their success is rather low as the refurbishment rate stagnates around 1% per year for more than a decade. The objective of this study is to gain deeper insights into the decision-making of owner-occupiers regarding energy efficient refurbishments and to offer an adjusted framework to analyse the decision. A qualitative-explorative research approach is chosen, whereby in-depth interviews with independent energy advisers have been conducted.Results point out that the decision of owner-occupiers towards energy efficient refurbishment measures qualifies as an extensive consumer decision rather than a pure investment decision.The refurbishment measure implies high cognitive as well as emotional involvement. Owneroccupiers use several criteria to evaluate refurbishments, which alleviate monetary determinants. The standard process model of consumer decision-making, reaching from need recognition to post-purchase evaluation, qualifies for structuring the decision. It allows analysing drivers and barriers stepwise and deriving implications for activating homeowners and for promoting energy efficiency in each step. Current policies partly choose unrewarding argumentations to stimulate energy efficient refurbishments since they do not take all relevant factors of this consumer decision into account.

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Section: Key Resultssupporting

confidence: 86%

Section: Research On Energy Efficient Refurbishment Decisionsmentioning

confidence: 99%