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Homeowners' Motivation to Adopt a Residential Heating System: A Principal-Component Analysis

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Author Info

  • Michelsen, Carl Christian

    ()
    (E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN))

  • Madlener, Reinhard

    ()
    (E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN))

Abstract

Heating demand accounts for a large fraction of the overall energy demand of private households in Germany. A better understanding of the adoption and diffusion of energy-efficient and renewables-based residential heating systems (RHS) is of high policy relevance, particularly against the background of climate change, security of energy supply and increasing energy prices. In this paper, we explore the multi-dimensionality of the homeowners’ motivation to decide between competing RHS. A questionnaire survey (N=2440) conducted in 2010 among homeowners who had recently installed a RHS provides the empirical foundation. Principal component analysis shows that 25 items capturing different adoption motivations can be grouped around six dimensions: (1) cost aspects, (2) general attitude towards the RHS, (3) government grant, (4) reactions to external threats (i.e. environmental or energy supply security considerations), (5) comfort considerations, and (6) influence of peers. Moreover, a cluster analysis with the identified motivational factors as segmentation variables reveals three adopter types: (1) the convenience-oriented, (2) the consequences-aware, and (3) the multilaterally-motivated RHS adopter. Finally, we show that the influence of the motivational factors on the adoption decision also differs by certain characteristics of the homeowner and features of the home.

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Bibliographic Info

Paper provided by E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN) in its series FCN Working Papers with number 17/2011.

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Length: 40 pages
Date of creation: Nov 2011
Date of revision: Jan 2013
Handle: RePEc:ris:fcnwpa:2011_017

Note: revised January 2013
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Keywords: Residential heating systems; technology adoption motivation; consumer behavior;

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References

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Cited by:
  1. Michelsen, Carl Christian & Madlener, Reinhard, 2011. "Homeowners' Motivation to Adopt a Residential Heating System: A Principal-Component Analysis," FCN Working Papers, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN) 17/2011, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN), revised Jan 2013.
  2. Rohlfs, Wilko & Madlener, Reinhard, 2011. "Multi-Commodity Real Options Analysis of Power Plant Investments: Discounting Endogenous Risk Structures," FCN Working Papers, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN) 22/2011, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN).
  3. Hackbarth, André & Madlener, Reinhard, 2011. "Consumer Preferences for Alternative Fuel Vehicles: A Discrete Choice Analysis," FCN Working Papers, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN) 20/2011, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN).
  4. Ghosh, Gaurav & Shortle, James, 2012. "Managing Pollution Risk through Emissions Trading," FCN Working Papers, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN) 1/2012, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN).
  5. Achtnicht, Martin & Madlener, Reinhard, 2012. "Factors influencing German house owners' preferences on energy retrofits," ZEW Discussion Papers 12-042, ZEW - Zentrum für Europäische Wirtschaftsforschung / Center for European Economic Research.
  6. Rohlfs, Wilko & Madlener, Reinhard, 2012. "Assessment of Clean-Coal Strategies: The Questionable Merits of Carbon Capture-Readiness," FCN Working Papers, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN) 18/2012, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN).
  7. Dergiades, Theologos & Madlener, Reinhard & Christofidou, Georgia, 2012. "The Nexus between Natural Gas Spot and Futures Prices at NYMEX: Do Weather Shocks and Non-Linear Causality in Low Frequencies Matter?," FCN Working Papers, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN) 17/2012, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN), revised Sep 2013.
  8. Sorda, Giovanni & Madlener, Reinhard, 2012. "Cost-Effectiveness of Lignocellulose Biorefineries and their Impact on the Deciduous Wood Markets in Germany," FCN Working Papers, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN) 8/2012, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN).

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