Buildings behaving badly: a behavioral experiment on how different motivational frames influence residential energy label adoption in the Netherlands

《Buildings behaving badly: a behavioral experiment on how different motivational frames influence residential energy label adoption in the Netherlands》

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关键字: Building energy efficiency; Energy conservation; Energy efficiency; (Residential) energy label; Motivating conservation behavior; Motivational (message) framing; Social norms; The Netherlands; PRO-ENVIRONMENTAL BEHAVIOR; CONSERVATION; DWELLINGS; CONSUMPTI

作者单位: [Student, Jillian] Wageningen Univ, Environm Policy Grp, Droevendaalsesteeg 4, NL-6708 PB Wageningen, Netherlands. [Student, Jillian] Wageningen Univ, Environm Syst Anal Grp, Droevendaalsesteeg 4, NL-6708 PB Wageningen, Netherlands. [Papyrakis, Elissaios] Erasmus Univ, Int Inst Social Studies ISS, Kortenaerkade 12, NL-2518 AX The Hague, Netherlands. [Papyrakis, Elissaios] Univ East Anglia, Sch Int Dev, Norwich NR4 7TJ, Norfolk, England. [van Beukering, Pieter] Vrije Univ Amsterdam, Inst Environm Studies, De Boelelaan 1087, NL-1081 HV Amsterdam, Netherlands. Student, J (reprint author), Wageningen Univ, Environm Policy Grp, Droevendaalsesteeg 4, NL-6708 PB Wageningen, Netherlands.; Student, J (reprint author), Wageningen Univ, Environm Syst Anal Grp, Droevendaalsesteeg 4, NL-6708 PB Wageningen, Netherlands. E-Mail: jillian.student@wur.nl

摘要: Heating buildings contributes to approximately 36 % of Europe's energy demand and several EU member states have adopted mandatory energy labels to improve energy efficiency by promoting home weatherization investments. This paper focuses on the perception of the energy label for residential buildings in the Netherlands and the role of different frames (egoistic, biospheric and social norms and neutral frames) in motivating adoption of energy labels for housing. We used a behavioral email experiment and an online survey to investigate these motivational factors. We find that biospheric frames are weaker than the other three motivational frames in terms of engaging interest in the energy label, but that the biospheric frame results in higher willingness to pay (WTP) for the energy label. We also find that age (rather than income) correlates with higher WTP for home energy labels.