Mobilization for energy renovation. Innovative tools for the uptake of deep renovation of the existing building stock based on behavioural insights

Abstract

Mobilization for energy renovation. Innovative tools for the uptake of deep renovation of the existing building stock based on behavioural insights. In the context of climate change it is a priority to reduce the energy demand and make a shift towards renewable sources of energy. In Flanders almost half of the existing residential building stock was built before 1970 with low levels of insulation and inefficient installations. The vast majority of Flemish dwellers acknowledge the importance of energy efficiency. In order to translate the environmental concern into action, measures such as incentives and campaigns based on traditional Economic and Behavioural Models were undertaken. These policies had a low impact due to various reasons, one being that dweller is treated exclusively as a rational decision maker. The Elaboration Likelihood Model by Cacioppo stipulates two routes through which messages are processed: central processing (effortful deliberation) and peripheral (less conscious). According to Amos Tversky’s Judgement Heuristic Theory, when the decision is taken under uncertainty, time pressure, or under heavy cognitive load like in the case of house renovation, often prevail intuitive responses that are shortcuts to the cognitive processing. There is an increased interest in research and public policies based on methodologies from behavioural economy that focus on peripheral, less conscious decision making. Even though some choices are less rational, nevertheless they are not random but follow certain patterns, the behavioural insights. Since the peripheral processing of the message is unavoidable, nudging can be used for inclining the decision towards the pro-environmental choice. Our research will verify the efficiency or inefficiency of the nudges in boosting deep energy renovation. After analyzing the technological and socio-economic context of Flanders, we will translate behavioural insights into nudges. These tools will be tested in the Flemish Living Labs Werfgoed and Ecoren. In order to be efficient, nudges must be elaborated with a solid analysis of specific technological, social and normative factors that impede deep energy renovation nowadays.