Household preferences for energy-saving measures: A conjoint analysis

Studies on household energy use generally focus on social and psychological factors influencing the acceptability of energy-saving measures. However, the influence of physical characteristics of energy-saving measures on their acceptability is largely ignored. In this study, preferences for different types of energy-saving measures were examined, by using an additive part-worth function conjoint analysis. Energy-saving measures differed in the domain of energy savings (measures aimed at home energy savings versus measures aimed at transport energy savings), energy-saving strategy (technical improvements, different use of products, and shifts in consumption), and the amount of energy savings (small versus large energy savings). Energy-saving strategy appeared to be the most important characteristic influencing the acceptability of energy-saving measures. In general, technical improvements were preferred over behavioral measures and especially shifts in consumption. Further, home energy-saving measures were more acceptable than transport energy-saving measures. The amount of energy savings was the least important characteristic: there was hardly any difference in the acceptability of measures with small and large energy savings. Except for respondents differing in environmental concern, there were no differences in average acceptability of the energy-saving measures between respondent groups. However, some interesting differences in relative preferences for different types of energy-saving measures were found between respondent groups. (C) 2003 Elsevier Science B.V. All rights reserved.