This study focuses on the experiences in Germany and how intermediaries, such as craftsmen, architects, and energy advisors, can influence how people make decisions on retrofitting their homes to make them more energy efficient.
Resource
This study focuses on the experiences in Germany and how intermediaries, such as craftsmen, architects, and energy advisors, can influence how people make decisions on retrofitting their homes to make them more energy efficient.
It also investigated the relative impact of these intermediaries compared to other commonly known drivers and barriers for such retrofit-related decisions, such as the cost of retrofit measures, types of financing available, and energy cost savings.
Research motivation
- As one of the largest energy consumers, the building sector has enormous potential for energy efficiency (EE) gains.
- The rate of EE-refurbishment in the residential sector in Germany remains at a very low level (1% per year) and needs to increase.
- Most homeowners are laypeople and consult intermediaries for planning and implementing their EE-retrofit projects.
- Intermediaries can be considered as change agents for the diffusion of retrofit measures.
Research questions
- Are the EE-retrofit decisions made by homeowners influenced by intermediaries?
- Do financial factors (investment costs, energy cost savings, financing) outweigh the influence of the intermediary (in terms of their qualifications and recommendations) when homeowners make EE-retrofit decisions?
- Which type of intermediary is relevant and most influential in EE-residential retrofitting?
- Are there differences in the EE-retrofit decisions of homeowners with differing retrofit experience?
Research approach
After preliminary interviews were conducted (with homeowners and intermediaries) to discover relevant factors in retrofit decisions, the following research involved 96 participants and was carried out through interviews and an online study. It identified five impact factors that can influence the decision-making process of those considering retrofitting their homes:
- The total cost of the EE-retrofit measure
- The type of financing
- Energy cost savings
- The type/qualification of the intermediary
- The intermediary's recommendation
These then led to the identification of their most relevant decision criteria; differences between experienced renovators and non-renovators; and people's preferred EE-retrofit features.
Conclusions
The study concludes that intermediaries, particularly craftsmen, play a significant role in influencing EE-retrofit decisions in private households. Key findings include:
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Intermediaries' influence: The recommendation of intermediaries, especially craftsmen, has a higher impact on retrofit decisions than financial factors like cost and type of financing.
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Intermediary type: Craftsmen are involved in almost all retrofit projects and have the greatest influence overall on both the decision to retrofit and the design of the retrofit measures. However, in relative terms, once architects or energy advisors are involved, they have a more influential role in the specific EE-refurbishment project.
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Importance of certification: Homeowners prefer EE-certified craftsmen and reject non-EE-certified craftsmen, indicating that certification builds trust and is crucial for influencing retrofit decisions.
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Financial factors: While financial aspects like personal savings and subsidies are important, they are secondary to the recommendation of intermediaries. Bank loans are generally rejected for financing EE-retrofits.
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Policy implications: To increase retrofit rates and quality, policy interventions should target craftsmen by providing further training and support. This would help craftsmen become more knowledgeable and effective in promoting EE-retrofits.
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Complexity and satisfaction: Even experienced renovators find EE-retrofits complex and rely heavily on intermediaries for guidance. Overall, homeowners are satisfied with their retrofit projects and recommend EE-retrofits.
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Energy advisors: Energy advisors have a lower influence compared to craftsmen, and non-certified energy advisors are particularly rejected. This suggests a need for better transparency and quality standards in energy advisory services.
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