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This section 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 impact. It also identifies and profiles 'Micro-Energy Leaders' - a potential target group for early adoption of new technologies, and uses highly detailed demographic data to provide context. It is closely tied to our section report on green energy companies and test of a micro-CHP boiler (section 3d).
- 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? What are the most popular?
- What barriers to adoption are there? How does the influence of these barriers differ between 'Climate Citizens', 'Mild Greens' and 'Sceptics & Uninvolveds'?
- What is the profile and 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 demographic groups, and between 'Climate Citizens', 'Mild Greens' and 'Sceptics & Uninvolveds'?
- What is the profile of those who are keen to use telepresence?
Quotes:
"There is strong evidence that a concern about tackling climate change does indeed provide a degree of motivation for people to make efforts to improve the energy efficiency of their homes."
"Micro-Energy Leaders are more likely to be 'Climate Citizens', men with children, and those who live in larger households."
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