Disclosing building energy information to consumers on the internet

Panel: 5. Saving energy in buildings: The time to act is now

This is a peer-reviewed paper.

Author:
Matthias Deutsch, Prognos AG, Germany

Abstract

Market transformation approaches towards more energy-efficient private buildings may benefit from explicitly addressing current consumer information habits, including online search and shopping behavior, because a considerable share of consumers uses property websites in the process of renting or buying a dwelling.

The recast of the European Union's Energy Performance of Buildings Directive (EPBD) requires the future disclosure of a building unit's energy performance indicator in the advertisements in commercial media. With such a requirement, commercial property websites are supposed to affect consumer behavior. But what kind of effects can be expected? Some of the associated potential challenges are similar to those encountered with energy information on household appliances, whereas others may differ.

This paper reviews how energy information is currently integrated in major commercial property websites in Europe and analyses how it might affect the buying decision process, based on the results of behavioral consumer research. It contrasts online marketing for housing with experiences regarding household appliances, and draws conclusions regarding the implementation of the EPBD recast and the expected effectiveness of online energy information on buildings.