Understanding users of online energy efficiency counselling: Comparison to representative samples in Norway

Substantial energy efficiency improvement as part of a deep renovation of the privately owned building stock is one of the key pathways to reaching climate and energy transition targets. Meanwhile, it is important to communicate with potential renovators at the right point in time and provide them with targeted information to strengthen their renovation ambition. The European Union recommends using one-stop-shops (OSSs) as a measure to remove unnecessary barriers. OSSs are institutions or websites that provide information and support throughout the whole process from planning to acquisition of funding, implementation, and evaluating. For this paper, we surveyed 437 visitors of two Norwegian websites with OSS characteristics. The visitors were asked about their renovation plans and energy efficiency ambitions. They also rated a range of psychological drivers, facilitators and barriers to including energy upgrades in a renovation project. Their answers were compared to data from representative samples of Norwegian households regarding home renovation in 2014, 2018, and 2023, as well as data from a sample of people who were engaged in renovation projects in 2014. Furthermore, 78 visitors completed a follow-up survey one year later to report the measures they implemented. We found that visitors of the websites are involved in more comprehensive renovation projects and have substantially higher ambitions for the upgrade of energy efficiency compared to the representative samples. They also perceive stronger personal and social norms, as well as have a different profile of facilitators and barriers. The findings suggest that OSSs attract initially motivated people who lack information and are unable to implement their plans alone. Their visit of the websites seems to amplify their ambitions to upgrade energy efficiency of their dwellings.