The role of open house events to improve energy efficiency: reaching the new or preaching to the converted?

Panel: 3. Local action and national examples

This is a peer-reviewed paper.

Authors:
Stephen Berry, University of South Australia, Australia
Anne Sharp, University of South Australia, Australia

Abstract

Buildings have a significant impact on the natural environment. Prompted by community concern to address anthropogenic climate change, public open house events are demonstrating and promoting niche green housing technologies and practices. In Australia, the past 10 years has seen the annual Sustainable House Day (SHD) become a celebration of energy efficient homes, many with renewable energy technologies. In the United Kingdom Old Home SuperHome and various other open house initiatives are used to demonstrate green niche housing and eco-refurbishment. Tapping into the popularity of the home improvement phenomena, these open house events encourage the public to visit sustainable new homes and recent eco-renovations in their local community, and to listen to the testimonials of owners, architects and builders. However, whether these events reach new audiences and inspire real change or simply ‘preach to the converted’ is unknown. This paper addresses this knowledge gap by empirically examining the profile and actions of attendees of SHD and comparing their renovation behaviour to that of the general population. The research also explores whether participants learn from attendance and are motivated to create their own sustainable home as a result. The data consists of 2,166 interviews with attendees of the SHD event, conducted over 3 years. We find that that eco open house events attract a majority of new participants each year and these participants, while showing slightly more pre-existing green renovation behaviour than the general public, are still fairly early on in their adoption of sustainable housing changes. Additionally, the events affect participants beyond just intended behaviours, providing evidence of the subsequent adoption of sustainable products. This research provides valuable insight into the role of such marketing initiatives in reaching new audiences and assisting behaviour change towards an energy-efficient and low-carbon community.