We created Electrifying Research, our quarterly behavioral and consumer research convening, to share illuminating new research and better understand the behavioral science behind going electric. While limited, there’s been some great work done on the subject and our research associate, Alison Thompson, delved deep to deliver a coherent picture of what we know, what we don’t, and what we need to ask next. This literature review synthesizes recent behavioral science insights related to the adoption of electric appliances and technologies in households, a critical strategy for reducing greenhouse gas emissions. Here’s a short overview of what you’ll find inside:
Factors influencing electrification adoption
The review highlights key factors influencing consumer decision-making, such as observed functional, economic, and environmental benefits and individual characteristics like pro-environmental attitudes, risk tolerance, and energy-related knowledge.
Regional differences in electrification rates
Regional differences in adoption preferences across the United States are also noted, with the West leading in the uptake of decarbonization technologies. The review discusses effective intervention strategies, including leveraging social norms and peer influence, providing timely feedback and intuitive consumption metrics, bundling electrification retrofits, and appliance installation with broader home upgrades, and tailoring messages and incentives to specific consumer segments.
A multifaceted approach is key
Policy awareness and support are found to influence adoption willingness, with voluntary policies receiving higher support than compulsory measures. However, a multifaceted approach that considers attitude, context, and sociodemographic factors is necessary for widespread adoption.
Additional research is needed
The review also identifies several gaps in current research, particularly in the United States, which has lagged behind other nations in research on behavioral science interventions to increase the adoption of electric appliances, specifically heat pumps and induction stoves. More research is needed to determine the most effective combinations of behavioral interventions for different consumer segments and regional contexts, and to investigate the use of behavioral science to influence contractors, retailers, and community organizations in promoting electrification.