Making choices about household heating

Investigating socio-behavioural barriers to energy efficiency

Hayley VujcichMasters of Environmental Studies

SGEESVictoria University of Wellington

Thesis topic● How people perceive their energy use through

looking at household heating sustainable behaviour and consumption what issues are pertinent to people

● Previous work in identifying barriers to change MfE's Warm Homes project EnergyWise home grants

Housing and heating in New Zealand - background

● Poor heating record one room heating toughing it...

● Low energy use compared to similar countries 30% less than Australia, 50% less than UK Lowest per capita consumption in OECD Around 30% goes on space heating

● Health effects Temperature for a healthy home:

WHO: 18-21°C NZ average: 17.3°C

Background continued…● Household carbon eq. emissions ~9% of total

energy sector (Melhuish, 2007)● Energy related GHG emissions set to increase

by 30% in 50 years (MED, 2006)● Home energy use/heating tensions

Sustainability Climate change Security of supply Health Cultural identities Comfort

Housing, Heating and Health Study

2005-06 (HHHS)● Otago University School of Medicine

examine effects of temperature and indoor pollutants on children's health

● 412 households in Lower Hutt, Porirua, Christchurch, Dunedin, Bluff

● Retrofitting houses with new heaters● Data: respiratory symptoms recorded,

householder surveys, air quality and temperature…

● Me: WTP/WTA data, factors in heater choice

Aim and objectivesAimProvide an understanding of the socio-behavioural

barriers to energy efficiency through looking at how people are thinking household heating choices.

Objectives1. Analyse people’s willingness to pay for home heaters.2. Explore perceptions of socio-behavioural barriers to

the uptake of more energy efficient technology and behaviours.

3. Identify what issues people are linking to their household heating choices.

4. Investigate the role of information in household heating choices.

Conceptual FrameworkBehavioural economics ● Informed by psychology● Recognises that people are rationally bounded● Acknowledges

social norms, role of other's behaviour role of habits heuristics and difficultly at computing

Transfer of technology● barriers to change – economic,

socio-economic/behavioural, technological

IPCC Working Group III, 2001

Methodology● Not yet concrete!● Parallel parts to paper

Analysis of WTP HHHS data

Focus group research Survey Follow up HHHS participants

Part 1 – understand value

Part 2 – investigate barriers

1. WTP/A from HHHS● WTP - non-market valuation

● Average WTP vs heater price● WTP – WTA differences

WTA data from Intervention group● Analysis

demographic data Q17 and Q18 – rating importance of

factors in choosing heater type

2. Focus group and survey● Investigating internal barriers to energy

efficiency: Knowledge

● what people know about their energy use● what issues that connect it with● awareness of problems

Attitudes and beliefs● role these play in problem and solution

Information● how do people learn/seek information● who do they trust

What this all is hoping to achieve

● Looking towards policy advice... what people listen to who they listen to how people can be provided with more

useful information● Looking at environmental behaviour

change and understandings how people can be supported to make more

sustainable, healthier residential energy choices