Consumer inertia to energy saving Ole Michael Jensen Danish Building Research Institute

1. Consumer inertia to energy savingOle Michael JensenDanish Building Research Institute eceee Summer Study 2005 -Mandelieu, France omj@sbi.dk

2. A gab ! Energy labelling Owner occupants Energy saving conscious-ness Energy saving potentials Energy consultancy House owners

3. What saving potentials ? What kind of inertia ?

4. What saving potentials ? What kind of inertia ?

5. Heat consumption Detached houses (2003 energy labelling schemes) Danish Building Code 1995

6. Heat consumption The average heat consumption in Danish semidetached houses - distributed over the decades of building (hot water included) Danish Building Code 1995

7. Heat consumption Detached houses built in the 1920s, 1960s and 1990s

8. Heat consumption Actual heat consumption in Danish blocks of flats - distributed over the decades of building Danish Building Code 1995

9. What saving potentials ? What kind of inertia ?

10. Research and development Human barriers Energy saving contribution Demonstration Dissemination The barrier model

11. Lack of interest Lack of knowledge Lack of solutions Lack of action Human barriers

12. Human barriers Lack of interest Lack of knowledge Lack of solutions disinclination

13. Disinclination‘Poor excuses’ • ”We know, we know very well, but first of all we must finish the kitchen. The old one was beneath standard - and indeed, also the bathroom is .. • ”We don’t let in workmen - they are too expensive and their work too slovenly made. Half of the workmanship must be redone afterwards” • ”It’s OK, but there is only one problem: It will be charmless, ungraceful or even ugly” • ”Well, as soon at we have time. You know, we have to do it ourselves. Maybe in a year or two”. • ”We have already done a lot. For instance, we changed the windows - with nice bars” • ”It will come one day, when we are going to convert the first floor anyway”

14. Aesthetics Disinclination Lifestyle 1 Fear of workmen Lifestyle 2 Income / level of education Lifestyle 3 Need of time Lifestyle 4 Need of money

15. ‘What really happens’ Aesthetics A new kitchen A new bathroom New windows A new roofing Insulation at the loft Insulation of the cavity wall A new kitchen A new bathroom New windows A new roofing Insulation at the loft Insulation of the cavity wall Lifestyle 1 Fear of workmen Lifestyle 2 Income / level of education Lifestyle 3 Need of time Lifestyle 4 Need of money

16. Main findings • Money is important, but what money can make visible is more important • If energy saving measures can serve two purposes, they have a bigger change • A well-documented payback, may carry through almost any energy saving measure • Aesthetic or symbolic benefit within reach, gives the question of money low priority • Wealthy house owners lean toward aesthetic and symbolic values • Poor house owners lean toward money

17. Obtaining of symbolic capital Loss of symbolic capital The inertia model Inertia FINISH Implementation of means START Energy saving means

18. Conclusion • Energy saving measures that supports conspicuous consumption will succeed

19. Thank you for your attention eceee Summer Study 2005 -Mandelieu, France omj@sbi.dk