Rethinking decision‐making about home improvements

Social relations and accelerating retrofit in the UK “there is underlying flawed tendency within energy policy to frame homeowners as rational actors” It important identify these problems; however, simply removing barriers insufficient improve success of policies. Across each issues, there actors, whose engagement with based on right financial offer.3 Researchers have noted limitations this framing but it still necessary develop an alternative approach understand how people make decisions about their homes. In a recent paper,4 we propose social challenge rational-actor conceptualisation factors that shape decision making. This article summarises our findings highlights implications for policy. Our frames research into demand its use through lens relational sociology. Hargreaves Middlemiss identified three categories informed consumption homes: friends family; agencies institutions; associated identity.5 interviews homeowners, which summarise below, confirmed played role informing people's undertake work However, money were also critical carry will engage incentives or grants For example, Zelizer has argued determine what are happy pay for, who pay, much willing pay.6 People ‘earmark’ differently depending origin meaning negotiated household. instance, interviewees generally showed strong aversion using loans renovations, preferring savings unexpected windfalls, such inheritances. By adding identified, better able dynamics really homes – combination factors, incentives. We begin explain limited interests some therefore might be adapted accelerate domestic retrofit. “while may want efficiency homes, family likely influence when they policy” determining got done types undertook. one interviewee needed wait do renovations had young children wanted avoid disruption. Meanwhile, other create space suited socialising friends. Critically, even practical concerns around aging fittings improving insulation, underlined works would serve finding suggests while Moreover, importance embark further underlines point not waiting incentive Other researchers lack trust between tradespeople reduced uptake measures. The interviewed result undertook significant amount ‘relational work’ build agencies. renovation, included seeking recommendations from friends, relatives, neighbours, community groups sites Facebook. Brand recognition helped establish was feel like easily reachable if issue; consequently, preferred local accessible storefronts. check tradespeople's ratings trustatrader.com, often sceptical rely them alone. “Recent Scandinavian countries recorded gendered division labour households installing technology decarbonise homes” “several expressed degree suspicion government schemes measures One most striking emerge taking out debt An described “the heaviest thing you could hang your neck”, several ‘right way’ income, inheritance. Interviewees’ reluctant enter long term financing arrangements saying too complicated seek out. structure arrangement speaks institutions, currently lacking To essential reframe conceptualisations actors account making Financial packages encourage take up schemes. consider processes designing A sheds light many dynamics. context home identity; experiences (the ‘customer journey’) during renovations. appear sources information need equipped works. vital source medium organised. Energy consequently needs acknowledge variety circumstances lead steps maintain process. Ruth Bookbinder postdoctoral associate Sustainability Research Institute at University Leeds. She researches transitions change South Africa.