In order for sustainable homes targets to be achieved it is vital that homeowners understand the importance of reducing carbon emissions of UK homes and the benefits zero carbon homes can bring to their lives. In 2008 the NHBC Foundation published a study entitled
Zero carbon: what does it mean to homeowners and housebuilders. This research brought various issues into the spotlight, which would impact on whether zero carbon homes targets could be achieved. Some of the key findings were:
1)
Homeowners want to save energy: homeowners were interested in climate change and, in principle, interested in saving energy and reducing their carbon footprint. However, when it comes to making tangible changes to their lives, homeowners were stopping short. Switching electrical items off after use and recycling were commonplace, but few people were committed to making substantial lifestyle changes to reduce their household carbon emissions. Indeed, while 90% of homeowners were able to name ways of saving energy in the home, a quarter (24%) of homeowners had not put any energy saving measures into practice in recent years.
2)
Knowledge gap on understanding of carbon emissions and energy saving: Very few homeowners, and just two thirds of house builders, were aware that 27% of carbon emissions came from homes in the UK. There was also confusion about the meaning of certain words associated with energy efficiency. ‘Airtightness’ in particular was believed by many homeowners to refer to restricted ventilation, while there was also concern about the concepts of both “greywater” recycling and rainwater harvesting, very few people were willing to use treated ‘greywater’ to wash clothes in the belief it would be dirty and impure. This indicated that homeowners were being put off ways of making their homes more energy efficient, simply because they did not understand the terms used to describe them.
3)
The cons of highly energy efficient homes outweighed the pros: When confronted with the prospect of buying an energy efficient home, fewer than a fifth (19%) of homeowners opted in favour of buying one; the rest were reluctant to live without the high intensity appliances they had become accustomed to, such as a power shower. Additionally, homeowners felt the extra cost of buying an energy efficient home – at the time, £6,000 extra for a Code Level 3 home – was not worth the £120 annual saving.
4)
Energy efficiency was motivated by money saving: The financial gain of making small changes to become more energy efficient was the primary motivation for homeowners to reduce their energy consumption. In 2008, few knew of the wide-ranging microgeneration technologies that could be installed domestically, but those who knew about roof-mounted solar panels and rechargeable batteries were interested in their money saving potential.
 |
| carbon savings were offset by consumer desire for long distance travel |
5)
Rebound effect dominated: While homeowners were keen to put these energy saving measures into practice, when asked how they would spend the money saved, the most common answer was on a holiday abroad. This manifestation of the rebound effect – the process by which any potential positive impact on carbon emissions through energy saving is offset by the individual using more energy elsewhere in their lives – in this case, air travel – limited the ability of homeowners to make significant carbon saving.
Has homeowner engagement with zero carbon homes advanced?
Although there was positive sentiment towards energy saving measures amongst homeowners in 2008, we felt there lacked a tangible commitment on behalf of homeowners to truly minimise their carbon footprint. Some people simply did not want to change their lifestyle; others felt their contribution could never make a difference to climate change; and many simply didn’t connect climate change with domestic carbon emissions.
We are interested to find know if this perception still prevails today, so we are conducting research to find out and this time, have the added benefit of being able to canvas people living in highly-energy efficient homes. We have finished the first round of focus groups and, ahead of publishing the full report in early 2012, below are some initial observations.
Among those people already living in energy efficient homes there was a sense of positivity about their choice of home. But some people within that group felt there had been too little explanation about the carbon reduction technologies that had been installed within the home, as one interview pointed out: “I don’t think anybody has been told exactly how the solar panels work. All we have is this flashing light in the passage, and something clocking up. It doesn’t go down, it carries on going up.” Similarly in older homes some owners had retro-fitted energy-saving technologies but were not using them properly: “I don’t trust it [the lower volume flush] to be clean.” As we have outlined previously on this blog, incorrect or inefficient use of a technology can be a big factor in the success of energy reduction efforts.
The research considers the importance of energy efficiency in the house-buying/choosing process; but our findings indicate it is still not a top priority. As one interviewee said, the efficiency of a new home would “not be part of the criteria that would go, ‘I must have that house’.” However there was a sense that the energy efficiency of a home should be better factored into the buying process. As one interviewee pointed out:“When you are going around looking at different show homes, very rarely would the sales person say ‘look at how efficient our houses are’.”
One common factor with the last research report was the importance of financial drivers. Perhaps understandably in today’s austerity climate, the consumers we spoke to seemed to be increasingly aware of the costs of running a home and the majority said that finances come ahead of environmental concerns. In some cases, consumers had a similar attitude to lifestyle; they were happy to make efforts towards being more energy efficient, but only if it doesn’t “hamper the lifestyle that I want.”
This is just a selection of comments from the fieldwork phase. The full report will be available on this site in early 2012 but in the meantime, we’d welcome your comments and thoughts.