Climate Change and The Home: An international examination of the main and secondary domestic heating systems used according to home ownership, house size, location and type; and analysis of attitudes and responsibilities towards everyday ‘green’ household behaviour. - Environmental Choices 3.c
 

This report focuses on ‘the home’ and the issues involved in improving energy-efficiency and reducing emissions. The report considers key household activities and measures to mitigate their environmental & energy efficiency impact. It also identifies and profiles ‘Micro-Energy Leaders’ - a potential target group for early adoption of new technologies, and uses highly detailed socio-demographic data to provide context. It is closely tied to our section report on green energy companies
and hydrogen fuel-cells (3.d).
Questions addressed:
• What level of involvement do different household members have in making decisions about grocery shopping, doing laundry and undertaking major house improvements? How does this tend to vary by household composition?
• Amongst those who are involved in the decision-making, what specific kinds of 'green activity' are undertaken with regard to groceries, laundry and major house improvements?
• What proportion of the public is likely to install energy efficiency solutions at home? Which are most popular?
• What barriers to adoption are there? How does the influence of these barriers differ between Climate Citizens, Mild Greens and Sceptics & Uninvolved?
• What’s the profile & regional distribution of ‘Micro-Energy Leaders’ - those passionate about home energy efficiency and generation?
• How do any of these questions differ from country to country, between socio-demographic groups & between Climate Citizens, Mild Greens, and Sceptics & Uninvolved
Quote:
….There are striking cultural differences in how Americans, Canadians and the English act environmentally (or not) around the home. The English would likely avoid using a dryer; Canadians would be more likely to wash at low temperatures; Canadians and Americans like the idea of going to farmer’s markets….
 

 Section Title Page
 1.0 Introduction 3
 1.1 Key Insights 14
 1.2 Methodology 16
 2.0 Report Results 17
 2.1 Cluster Analysis 18
 3.0 Canada Data 26
 3.01 27
 3.1 Top-line household statistics for energy systems & insulation 28
 3.2 Perceived need for air-conditioning 36
 3.3 Responsibilities & attitudes towards doing laundry 39
 3.4 Responsibilities & attitudes towards buying groceries 43
 3.5 Responsibilities & attitudes towards undertaking major house improvements 48
 3.6 Intent to install a renewable energy solution or improve energy efficiency of home 54
 3.7 Identifying the potential leaders for micro-generation 60
 4.0 England Data 64
 4.01 65
 4.1 Top-line household statistics for energy systems & insulation 66
 4.2 Perceived need for air-conditioning 74
 4.3 Responsibilities & attitudes towards doing laundry 77
 4.4 Responsibilities & attitudes towards buying groceries 82
 4.5 Responsibilities & attitudes towards undertaking major house improvements 87
 4.6 Intent to install a renewable energy solution or improve energy efficiency of home 93
 4.7 Identifying the potential leaders for micro-generation 99
 5.0 America Data 103
 5.01 104
 5.1 Top-line household statistics for energy systems & insulation 105
 5.2 Perceived need for air-conditioning 114
 5.3 Responsibilities & attitudes towards doing laundry 117
 5.4 Responsibilities & attitudes towards buying groceries 122
 5.5 Responsibilities & attitudes towards undertaking major house improvements 127
 5.6 Intent to install a renewable energy solution or improve energy efficiency of home 133
 5.7 Identifying the potential leaders for micro-generation 139
 6.0 Further Analysis 143
 7.1 Survey Release Outline 147
 7.2 Addendum 148