The diffusion of energy efficiency innovations among residential energy consumers

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Abstract
The escalating economic and environmental costs associated with energy use, in conjunction with the energy sector reforms, have lead to increased interest in residential energy efficiency. The current paper uses a diffusion of innovations approach to develop qualitative choice models for the consideration and adoption of energy efficiency devices. The models were estimated using data collected from 705 Christchurch households. Perceived attributes such as financial savings, purchase price and the life of the product were found to be important components of problem recognition and distinguished those who had considered adoption from those who had not. Among those who had already considered adoption it was the communication channels, not the perceived attributes, that were the distinguishing features. Proponents of energy efficiency focus their attention on establishing inter‐personal communication strategies and increasing the visibility of benefits, rather than relying on price subsidies or mass‐media campaigns.