Willingness to pay for innovative heating/cooling systems: a comprehensive appraisal of drivers and barriers to adoption in Ireland and Italy

This paper investigates drivers or hindrances to households' adoption of behavioural changes concerning energy efficiency at home. A Choice Experiment survey has been conducted to elicit households' preferences regarding adoption of innovative heating/cooling systems in Ireland and Italy. The choice data is analysed through a Latent Class model, and posterior analysis is used for class profiling, aimed to detect the emergence of factors identified in the literature. In both country samples respondents could be grouped in three classes according to their preferences and willingness to pay for adoption of innovative heat pump systems. Early adopters, younger and with higher education, exhibit strong pro-innovation attitudes. Conversely, Laggards, typically older and less educated, display hesitancy, and may require substantial subsidies for adoption. Late adopters value trialability and rely less on social networks. Information processing varies according to individual capabilities and social contexts. Hence, we recommend targeted information to enhance awareness of benefits and on feasibility of installation in different types of dwelling. Technical information and support, possibly complemented by demonstration activities, is suggested to foster innovation, especially among less advantaged households.