Determinants of the adoption of high-cost energy-efficient household facilities

[Speaker] Kobayashi, Tsubasa:1
[Co-author] Ohnuma, Susumu:1
1:Hokkaido University (Japan)

Installation of energy-efficient facilities such as photovoltaics and hyper-boilers is essential for energy saving in households. Although many studies have uncovered the psychological determinants of day-to-day pro-environmental behaviors in households, however, few studies have examined psychological determinants of adopting expensive facilities since demographic factors such as yearly income and type of dwelling explain much of the variance in adoption. Therefore, this study employed Bamberg's (2013) stage model of behavioral change to explore psychological determinants of adopting expensive energy-saving facilities. This approach models habit change towards pro-environmental behavior, focusing on goal-, behavioral- and implementation-intentions as drivers of behavior. Conducting a web survey in Hokkaido, Japan (N = 312), results indicated the strongest predictor of adopting energy-saving facilities was implementation intention, while yearly income had no effect. These results suggest value in fostering implementation intentions, and indicate the usefulness of the stage model for understanding household adoption of expensive energy-saving facilities.
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