Consumer inertia to energy saving Ole Michael Jensen Danish Building Research Institute eceee Summer Study Mandelieu, France

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

What saving potentials ? What kind of inertia ?

What saving potentials ? What kind of inertia ?

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

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

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

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

What saving potentials ? What kind of inertia ?

The barrier model Research and development DemonstrationDissemination Human barriers Energy saving contribution

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

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

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”

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

Lifestyle 1 Income / level of education Lifestyle 2 Lifestyle 3 Lifestyle 4 Aesthetics Fear of workmen Need of time Need of money ‘What really happens’ 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

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

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

Conclusion Energy saving measures that supports conspicuous consumption will succeed

eceee Summer Study Mandelieu, France Thank you for your attention