Reducing old-housing-stock gas emissions is of importance given their major contribution to global warming. For instance, old housing stock generates >40% of the UK’s total gas emissions. Homeowner decisions to reduce energy consumption through home renovations are thus at the heart of success for such sustainability. In this paper we examine the drivers that lead to UK homeowners moving through their home renovation process. Conceptualising renovation decision making, not as a static one off event but as a series of distinctive stages we examine this process as a more dynamic and detailed mechanism which underlies efficiency renovations. We also draw from 2 separate theoretical strands and show what specific drivers are at play at each stage of the renovation decision making process. In doing so, we contrast estimates for energy (and mixed) efficient renovations with estimates for non-energy efficient renovations (i.e., amenity renovations). Last, but not least we also provide an indication of the influence of external triggers. We contrast the estimates from internal home renovation decisions induced singularly from within the household to renovation decisions initiated from both internal and external events.
|Title of host publication||Academy of Marketing 2014|
|Place of Publication||Bournemouth|
|Publication status||Published - 10 Jul 2014|