Examining the attitude-behavior gap in residential energy use: Empirical evidence from a large-scale survey in Beijing, China

Abstract

Occupant behavior in residential buildings has great energy-saving potential and offers an important opportunity for realizing the targets of energy conservation and carbon emission reduction. Traditionally, it is believed that occupant behavior aligns with people’s energy-related attitude. However, an attitude-behavior gap has been observed in many recent studies, which rarely focused on specific attitudes and behaviors in urban residential buildings. Therefore, based on a large-scale empirical survey (N = 1003) in Beijing, China, we explore the relationship between energy-related attitudes and behaviors. Specifically, purchase and habitual behaviors are investigated along with relevant attitudes, including the willingness to pay (WTP) more for energy efficient products, whether paying attention (WPA) to energy efficiency parameters/indicators of products when making a purchase, and the willingness to change behavior (WTC) for further residential energy reduction. The results show a mixed picture. There is a consistency between the occupants’ WPA and purchase behavior. In contrast, the occupants generally don’t behave consistently with their reported WTP and WTC, suggesting the existence of attitude-behavior gaps. Different reasons may lead to these gaps, demonstrating the necessity of a more comprehensive and flexible strategy for energy policymaking. Furthermore, a closer look at the factors underlying different attitudes shows the significant effects that perceived building thermal insulation performance and past experiences of changing behavior may have, suggesting the effectiveness and importance of building thermal retrofits and more targeted awareness campaigns. A self-reinforcing feedback loop may exist between attitude and behavior, demonstrating the great potential of social interactions and peer influence for behavioral change.