Homeowners' Motivation to Adopt a Residential Heating System: A Principal-Component Analysis
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.
|Date of creation:||Nov 2011|
|Date of revision:||Jan 2013|
|Note:||revised January 2013|
|Contact details of provider:|| Web page: http://www.eonerc.rwth-aachen.de/fcn|
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
- Nyrud, Anders Q. & Roos, Anders & Sande, Jon Bingen, 2008. "Residential bioenergy heating: A study of consumer perceptions of improved woodstoves," Energy Policy, Elsevier, vol. 36(8), pages 3159-3166, August.
- Braun, Frauke G., 2010. "Determinants of households' space heating type: A discrete choice analysis for German households," Energy Policy, Elsevier, vol. 38(10), pages 5493-5503, October.
- Scarpa, Riccardo & Willis, Ken, 2010. "Willingness-to-pay for renewable energy: Primary and discretionary choice of British households' for micro-generation technologies," Energy Economics, Elsevier, vol. 32(1), pages 129-136, January.
- Glenn Milligan & Martha Cooper, 1985. "An examination of procedures for determining the number of clusters in a data set," Psychometrika, Springer;The Psychometric Society, vol. 50(2), pages 159-179, June.
- Dubin, Jeffrey A & McFadden, Daniel L, 1984. "An Econometric Analysis of Residential Electric Appliance Holdings and Consumption," Econometrica, Econometric Society, vol. 52(2), pages 345-62, March.
- Woersdorfer, Julia Sophie & Kaus, Wolfhard, 2011. "Will nonowners follow pioneer consumers in the adoption of solar thermal systems? Empirical evidence for northwestern Germany," Ecological Economics, Elsevier, vol. 70(12), pages 2282-2291.
- Michelsen, Carl Christian & Madlener, Reinhard, 2012. "Homeowners' preferences for adopting innovative residential heating systems: A discrete choice analysis for Germany," Energy Economics, Elsevier, vol. 34(5), pages 1271-1283.
- Vaage, K., 2000.
"heating Technology and Energy Use: a Discrete/Continuous Choice Approach to Norwegian Household Energy Demand,"
Norway; Department of Economics, University of Bergen
214, Department of Economics, University of Bergen.
- Vaage, Kjell, 2000. "Heating technology and energy use: a discrete/continuous choice approach to Norwegian household energy demand," Energy Economics, Elsevier, vol. 22(6), pages 649-666, December.
- Goto, Hisanori & Goto, Mika & Sueyoshi, Toshiyuki, 2011. "Consumer choice on ecologically efficient water heaters: Marketing strategy and policy implications in Japan," Energy Economics, Elsevier, vol. 33(2), pages 195-208, March.
- Axsen, Jonn & TyreeHageman, Jennifer & Lentz, Andy, 2012. "Lifestyle practices and pro-environmental technology," Ecological Economics, Elsevier, vol. 82(C), pages 64-74.
- Frank J. van Rijnsoever & Jacco Farla & Martin J. Dijst, 2009. "Consumer Car Preferences and Information Search Channels," Innovation Studies Utrecht (ISU) working paper series 09-07, Utrecht University, Department of Innovation Studies, revised Apr 2009.
- Sopha, Bertha Maya & Klöckner, Christian A., 2011. "Psychological factors in the diffusion of sustainable technology: A study of Norwegian households' adoption of wood pellet heating," Renewable and Sustainable Energy Reviews, Elsevier, vol. 15(6), pages 2756-2765, August.
- Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
- Claudy, Marius C. & Michelsen, Claus & O'Driscoll, Aidan, 2011. "The diffusion of microgeneration technologies - assessing the influence of perceived product characteristics on home owners' willingness to pay," Energy Policy, Elsevier, vol. 39(3), pages 1459-1469, March.
- Barr, Stewart & Gilg, Andrew W & Ford, Nicholas, 2005. "The household energy gap: examining the divide between habitual- and purchase-related conservation behaviours," Energy Policy, Elsevier, vol. 33(11), pages 1425-1444, July.
- Decker, Thomas & Zapilko, Marina & Menrad, Klaus, 2010. "Purchasing Behaviour Related To Heating Systems In Germany With Special Consideration Of Consumers' Ecological Attitudes," Conference Papers 137596, University of Weihenstephan-Triesdorf, Straubing Centre of Science.
- Mahapatra, Krushna & Gustavsson, Leif, 2008. "An adopter-centric approach to analyze the diffusion patterns of innovative residential heating systems in Sweden," Energy Policy, Elsevier, vol. 36(2), pages 577-590, February.
When requesting a correction, please mention this item's handle: RePEc:ris:fcnwpa:2011_017. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Hendrik Schmitz)
If references are entirely missing, you can add them using this form.