Energy conservation in US buildings: Solving the high potential/low adoption paradox from a behavioural perspective

The US building sector can ‘produce’ 30–50% of its energy needs by more efficient use of energy, ie by conservation. The cost of such energy conservation is usually below that of imported oil or new electric generation capacity. Yet, paradoxically, consumer adoption of this type of ‘energy’ is quite low. This stems from energy analysis traditionally dominated by engineering and economic perspectives, and ignoring a critically relevant behavioural perspective. Unless all three perspectives are integrated, little can be expected in the way of speedy market penetration of energy conservation. In this article the engineering, economic and behavioural perspectives are discussed, and the importance of integration is emphasized. The framework for diffusion of innovations is shown to be useful in an understanding of how demand for energy conservation forms and spreads. Specific recommendations to speed the adoption of energy conservation are outlined.