The 'apparent disconnect' towards the adoption of energy-efficient technologies

Why are homeowners not adopting energy-efficiency technologies when these not only reduce environmental problems, but also improve health, comfort, economic and social well-being? Homeowners declare an apparent preference for energy-efficiency. However, there are apparent inconsistencies in their decisions and actions, as demonstrated by the lack of success of numerous intervention schemes. The motivations behind this apparent reluctance to adopt energy-efficiency technologies are investigated. A large proportion of homeowners demonstrate apparently unreasonable behaviour due to an exaggerated perception of risk. These risk perceptions are found to be caused by numerous social and cognitive biases that affect their decisions and make homeowners' current situation - their status quo - appear the 'safest' option. To deliver change at both policy and practical levels, it will be vital to understand the apparently irrational motivations behind homeowners' decisions and how the perception of change can be minimized.