Abstract
This paper presents an empirical survey of energy-related investment decisions made by private households in Germany. The investment behaviour is segmented and discussed by applying the milieu approach. The decision makers are clustered in certain lifestyles, as represented by the Sinus-Milieus® from the Sinus Institute. To analyse the relationship between the lifestyles of house owners and their energy-related investment decisions, telephone interviews were conducted in order to acquire data on currently installed heating systems and preferences for future heating systems in private residential buildings. The results of the survey support the hypothesis of a link between lifestyles and the energy-related investment behaviour. Based on the observed relationship between lifestyles and decisions on energy technologies, predictions of energy trends in private residential buildings can be improved. In addition, the knowledge about specific development paths allows the utilisation of the information for information campaigns and the promotion of energy supply technologies which lead to lower CO2-emissions.
Highlights
Private consumption, especially energy consumption, is one of the largest demand classes in most economies, and is responsible for a major fraction of global emissions
This paper presents an empirical survey of energy-related investment decisions made by private households in Germany
Studies that have been conducted far indicate that energy consumption, and energy-related investment decisions can be assessed with the aid of the milieu approach
Summary
Especially energy consumption, is one of the largest demand classes in most economies, and is responsible for a major fraction of global emissions. Residential heat demand depends on the energy consumption behaviour of building owners Such behaviour can be subdivided into two consumption profiles: Operational decisions of private households, e.g. using hot water and selecting an indoor temperature, are made intuitively and may not be changed expeditiously [6]. The application of the lifestyle approach to environmental research is motivated by the assumption that environmentally compatible behaviour can only be promoted by considering behaviour patterns of different lifestyle groups [17,18] This assumption has been adopted by studies that investigate the segmentation of consumers with regard to their energy using behaviour [19] and by studies on the acceptance of nature conservation measures [20]. Studies that have been conducted far indicate that energy consumption, and energy-related investment decisions can be assessed with the aid of the milieu approach. According to ecological consumer research [21,22], the individual energy-related investment behaviour is a strategic decision
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