Marketing Home Energy Efficiency: Benefits and Barriers to Adopting a Home Energy Efficiency Program
Abstract
Energy efficiency can contribute significantly to the reduction of greenhouse gas
emissions and the associated mitigation of climate change. The uptake of energy efficiency
measures in the residential sector requires significant effort on the part of the
homeowner or residents. This study examines the perceived benefits and barriers to
enrolling in a home energy efficiency program. Two surveys and a series of focus groups
were used to determine the benefits and barriers perceived by individuals in varying
geographic regions of the United States, and to develop and test marketing materials
that target these benefits and barriers. Cost savings was found to be the most important
benefit to individuals across the country. Increased comfort is the second most important
benefit to those in the South and Midwest, while those in the Northeast demonstrated
interest in the associated increase in home retail value, and those in the West found
the environmental benefits to be important. A set of marketing messages, images, and
testimonials were developed from this research and are presented within the framework
of three options of marketing plans for a home energy efficiency program.
Type
Master's projectPermalink
https://hdl.handle.net/10161/11928Citation
Cole, Jennifer; McDonald, Jess; & Wen, Xinyuan (2016). Marketing Home Energy Efficiency: Benefits and Barriers to Adopting a Home Energy
Efficiency Program. Master's project, Duke University. Retrieved from https://hdl.handle.net/10161/11928.Collections
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