Climate change & the home

Oct. 29, 2010 - PRLog -- 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 - and provides evidence of how this varies between Canada, England and the USA. It also identifies and profiles 'Micro-Energy Leaders' - a potential target group for early adoption of new cleantech offerings for the home.
•   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 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'?
Table of Contents:

1.1 Introduction 3
1.2 Key Insights 13
1.3 Methodology 15

2.1 Report Results 20
2.2 Attitudinal segmentation to climate change 21

3 Canada Data 29
3.1 Canada - Top-line household statistics for energy systems & insulation 31
3.2 Canada - Perceived need for air-conditioning 39
3.3 Canada - Responsibilities & attitudes towards doing laundry 42
3.4 Canada - Responsibilities & attitudes towards buying groceries 46
3.5 Canada - Responsibilities & attitudes towards undertaking major house improvements 51
3.6 Canada - Intent to install a renewable energy solution or improve energy efficiency of home 57
3.7 Canada - Identifying the potential leaders for micro-generation 63

4 England Data 67
4.1 England - Top-line household statistics for energy systems & insulation 69
4.2 England - Perceived need for air-conditioning 77
4.3 England - Responsibilities & attitudes towards doing laundry 80
4.4 England - Responsibilities & attitudes towards buying groceries 85
4.5 England - Responsibilities & attitudes towards undertaking major house improvements 90
4.6 England - Intent to install a renewable energy solution or improve energy efficiency of home 96
4.7 England - Identifying the potential leaders for micro-generation 102

5 USA Data 106
5.1 USA - Top-line household statistics for energy systems & insulation 108
5.2 USA - Perceived need for air-conditioning 117
5.3 USA - Responsibilities & attitudes towards doing laundry 120
5.4 USA - Responsibilities & attitudes towards buying groceries 125
5.5 USA - Responsibilities & attitudes towards undertaking major house improvements 130
5.6 USA - Intent to install a renewable energy solution or improve energy efficiency of home 136
5.7 USA - Identifying the potential leaders for micro-generation 142

6 Further Analysis 146
7.1 Survey Release Outline 147
7.2 Addendum 148

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