1. Understanding and Influencing Consumer Behaviour
Josephine Maguire
6 March 2017

2. The Consumer Decision Making Process

3. Creating and Influencing Habitual Behaviour

4. Home Energy Kits Pilot Raise awareness and foster engagement
Pathway to action on home energy upgrade
Surveys and focus groups to measure effect
Change habits and behaviour

5. What’s Inside the Home Energy Saving Kit?
Plug-in Energy Monitor
Stopwatch
Fridge/Freezer Thermometer
Thermal Leak Detector
Temperature & Humidity Meter
Radiator Key

6. Creating Awareness and Engagement

7. 3 in 5 households have carried out home improvements in the last 3 years
Q:Did they consider energy efficiency in these works?

8. High awareness of energy initiatives
Home Improvements
Options available
% Aware
2014
% Aware
2016
Attic insulation
Cavity wall insulation
Double or triple glazing for windows and doors
Internal wall insulation
External wall insulation
Lighting upgrade (energy efficient bulbs, etc)
Draught proofing (e.g. seal doors/windows, attic hatches, etc.)
Boiler upgrade/replacement with heating controls
Heating controls/heat zoning
Underfloor insulation
Solar hot water heating panels
Solar PV (Solar cells for electricity)
Heat Pump (a renewable technology that converts energy in the ground or the air into heating and hot water for your home)
None of these
n/a
n/a

9. But…. Energy initiatives undertaken in last 2-3 years ANY%
ANY
Attic insulation
Double or triple glazing for windows and doors
Lighting upgrade (energy efficient bulbs, etc.)
Draught proofing (e.g. seal doors/windows, attic hatches, etc.)
Cavity wall insulation
Internal wall insulation
Boiler upgrade/replacement with heating controls
External wall insulation
Heating controls/heat zoning
Underfloor insulation
**Heat Pump
Solar hot water heating panels
Solar PV (Solar cells for electricity)

10. And…….
Only about 10% of people indicated that they were thinking of carrying out home energy upgrade work!
And for those who don’t intend to upgrade the main reasons given were….
Measure Cost
Availability of Funds
Not wanting to apply for a loan at present
Disruption and lack of knowledge

11. Emotions linked to doing a project

12. Where do people get their advice?
Around 1 in 6 look for help from their builder or contractor
1 in 3 go to BER assessor for advice
More than 15% seek advice online.
A further 1 in 6 seek advice from neighbours, family and friends ?

13. Budget: Payment Methods & Loan Repayments

14. Interest Rate is most important feature
Savings preferred, but 45% would consider a loan %
Savings
Credit Union loan
Bank loan
One off cash available (e.g. work bonus)
Credit card
Other loan*
Any loan
Interest Rate is most important feature
….then payback period

15. Uptake rate affected by:
Payback
Cost/Benefit Analysis
Choice Modelling (Loan/Grant)

16. Actions from what we’ve learnt…..
Leverage new BER
Seek to use Intermediaries and Trigger points
More trials and pilots – new and low cost finance
End to end support offering
Scaled Deep Retrofit pilot
Behavioural Economics Unit

17. Thank you…Questions ?