Lifestyles and Their Impact on Energy-Related Investment Decisions

Maria Gröger, Victoria Schmid, Thomas Bruckner

.

DOI: 10.4236/lce.2011.22014                

Abstract

This paper presents an empirical survey of energy-related investment decisions made by private households in Germany. The investment behaviour is segmented and discussed by applying the milieu approach. The decision makers are clustered in certain lifestyles, as represented by the Sinus-Milieus® from the Sinus Institute. To analyse the relationship between the lifestyles of house owners and their energy-related investment decisions, telephone interviews were conducted in order to acquire data on currently installed heating systems and preferences for future heating systems in private residential buildings. The results of the survey support the hypothesis of a link between lifestyles and the energy-related investment behaviour. Based on the observed relationship between lifestyles and decisions on energy technologies, predictions of energy trends in private residential buildings can be improved. In addition, the knowledge about specific development paths allows the utilisation of the information for information campaigns and the promotion of energy supply technologies which lead to lower CO₂-emissions.

Keywords

Lifestyles, Consumers, Survey, Space Heating Technology

Conflicts of Interest

The authors declare no conflicts of interest.

References

[1]	European Environment Agency, “About Household Consumption,” 2011. http://www.eea.europa.eu/themes/house holds/about-household-consumption
[2]	M. Kleemann, R. Heckler, G. Kolb and M. Hille, “ Die Entwicklung des W?rmemarktes für den Geb?udesektor bis 2050,” Schriften des Forschungs-zentrum Jülich, Reihe Umwelt, Jülich/Bremen, 2000.
[3]	AGFW, “Strategien und Technologien einer pluralis- tischen Fern- und Nahw?rmeversorgung in einem liberalisierten Energiemarkt unter besonderer Berück- sichtigung der Kraft-W?rme-Kopplung und regenerativer Energien,” AGFW-Hauptstudie, Vol. 2, No. 1, Frankfurt a. M., 2001.
[4]	A. Schuler, C. Weber and U. Fahl, “Energy Consumption for Space Heating of West German Households: Empirical Evidence, Scenario Projections and Policy Implications,” Energy Policy, Vol. 28, No. 12, 2000, pp. 877-894. doi:10.1016/S0301-4215(00)00074-4
[5]	M. Blesl, A. Das, U. Fahl and U. Remme, “Role of Energy Efficiency Standards in Reducing CO2 Emissions in Germany: An assessment with TIMES,” Energy Policy, Vol. 35, No. 2, 2007, pp. 772-785. doi:10.1016/j.enpol.2006.05.013
[6]	L. Lutzenhiser, “Social and Behavioral Aspects of Energy Use,” Annual Review of Energy and the Environment, Vol. 18, 1993, pp. 247-289. doi:10.1146/annurev.eg.18.110193.001335
[7]	S. Barr, A. W. Gilg and N. Ford, “The Household Energy Gap: Examining the Divide between Habitual- and Purchase-Related Conservation Behaviours,” Energy Policy, Vol. 33, No. 11, 2005, pp. 1425-1444. doi:10.1016/j.enpol.2003.12.016
[8]	A. H. Perrels, W. G. van Arkel, K. F. B. de Paauw and W. O. Pellekaan, “Household Energy Demand in a lifestyle Context – The ELSA Model,” ECN-C-95-099, Petten, 1996.
[9]	P. Bourdieu, “Distinction: A Social Critique of the Judge- ment of Taste,” Harvard University Press, Cambridge, 1984.
[10]	E. Rogers, “Diffusion of Innovations,” The Free Press, New York, 2003.
[11]	A. Vishwanath, “Impact of Personality on Technology Adoption: An Empirical Model,” Journal of the American Society for Information Science and Technology, Vol. 56, No. 8, 2005, pp. 803-811. doi:10.1002/asi.20169
[12]	F. Duchin, “Technology and Lifestyles: A Focus for Re-search in Ecological Economics,” Plenary Address at the First ESEE Conference, St. Quentin, 23-25 May 1996.
[13]	F. Duchin, “Lifestyle and Technology: How Much Diffe rence Can They Make?” In: R. Pachauri, L. Kureshy Ed. Population, Environment, and Development , Tata Energy Research Institute, New Delhi, 1997, pp. 303-309.
[14]	P. Preisend?rfer, “Umwelteinstellungen und Umweltver- halten in Deutschland,” Leske & Budrich, Opladen, 1999.
[15]	A. Baranzini and B. Giovannini (Ed.), “Energy Modelling beyond Economics and Technology,” Universté de Genève, Genèva, 1997.
[16]	L. Schipper, S. Bartlett, D. Hawk and E. Vine, “Linking Life-Styles and Energy Use: A Matter of Time?” Annual Review of Energy, Vol. 14, 1989, pp. 273-320. doi:10.1146/annurev.eg.14.110189.001421
[17]	F. Reusswig, “Lebensstile und ?kologie. Gesells- chaftliche Pluralisierung und alltags?kologische Entwicklung unter besonderer Berücksichtigung des Energiebereiches,” IKO-Verlag, Frankfurt a. M., 1994.
[18]	D. Rink (Ed.), “Lebensstile und Nachhaltigkeit- Konzepte, Befunde und Potentiale,” Leske & Budrich, Opladen, 2002.
[19]	F. Prose and K. Wortmann, “Energiesparen: Verbrau- cheranalyse und Marktsegmentierung der Kieler Haushalte – Endbericht” Vol. 1, Institut Für Psychologie, Universit?t Kiel, Kiel, 1997.
[20]	K. Schuster and E. -D. Lantermann, “Lebensstilanalyse in der Naturschutzkommunikation: Ein Instrument zur Akzeptanzsteigerung für den Naturschutz,” Zeitschrift für Naturschutz und Landschaftspflege, Vol. 77, No. 3, 2002, pp. 116-119.
[21]	G. Bodenstein, H. Elbers and A. Spiller, “Strategische Konsumentscheidungen: langfristige Weichenstellungen für das Umwelthandeln: Ergebnisse einer empirischen Studie,” Discussion Paper No. 234, Universit?t Duisburg, Duisburg, 1997.
[22]	C. Tanner and S. W?lfing-Kast, “Restriktionen und Ressourcen nachhaltiger Einkaufsgewohnheiten: Segmentierung Schweizer Konsumenten und Konsumen- tinnen,” Umweltpsychologie, Vol. 6, No. 2, 2002, pp. 84-104.
[23]	G. Schulze, “Die Erlebnisgesellschaft. Kultursoziologie der Gegenwart,” Campus Verlag, 1995.
[24]	Umweltbundesamt (Ed.), “Umweltbewusstsein und Umweltverhalten der sozialen Milieus in Deutschland,” Dessau-Ro?lau, 2009.
[25]	N. Schwarz and A. Ernst, “Agent-Based Modelling of the Diffusion of Environmental Innovations-An Empirical Approach,” Technological Forecasting and Social Change, Vol. 76, No. 4, 2009, pp. 497-511. doi:10.1016/j.techfore.2008.03.024
[26]	S. Kleinhückelkotten, “ Suffizienz und Lebensstile – Ans?tze für eine milieuorientierte Nachhaltigkeits- kommunikation, ” Vol. 2, BWV, Berlin, 2005.
[27]	Sinus Sociovision, “Mosaic-Milieus? : Lizensierte Ada- ption der Sinus-Milieus?”, 2008. http://www.sociovision.de/uploads/tx_mpdownloadcenter/MOSAIC_Milieus_012008.pdf
[28]	T. Wittmann, R. Morrison, J. Richter and T. Bruckner, “A Bounded Rationality Model of Private Energy Investment Decisions,” Proceedings of the 29th IAEE International Conference: Securing Energy in Insecure Times, Potsdam, 2006.
[29]	T. Wittmann and T. Bruckner, “Agent-Based Modeling of Urban Energy Supply Systems Facing Climate Protection Constraints,” Fifth Urban Research Symposium, Marseille, 28 June 2009.