Identification of key parameters determining Danish homeowners' willingness and motivation for energy renovations

In Denmark and around Europe there is a problem of motivating homeowners to conduct energy renovation. A great energy saving potential is found in the Danish single-family houses erected 1960-79, but the potential has not been utilized for various reasons. However, studies have shown that the average Danish single-family house owner can be motivated by improvements in comfort, indoor environment and architecture combined with a reasonable economy. The objective of this paper is, based on the motivation survey results, to determine if all homeowners can be assumed as one homogeneous group or if there are significant differences among the homeowners, what causes these differences and how does this affect the future motivation strategy. The key parameters for if and how the homeowner can be motivated are related to the homeowner’s position in life: age, children’s’ age, time of ownership, occupation and income. Furthermore, the results conclude that the homeowners cannot be assumed as one group, but must be seen as individuals. Those who are most likely to be motivated to perform an energy renovation are the younger generation of homeowners. The older generation will be harder to motivate, but results nonetheless show that it is possible.