sustainable households - survey of homeowners · half (50%) oppose mandatory ratings for rental...

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September 2013

Sustainable Households Survey of homeowners for the

NSW Office of Environment and Heritage

NSW Office of Environment

and Heritage

NSW Office of Environment

and Heritage

www.instinctandreason.com

Prepared For Office of Environment & Heritage

Contact Prue Phillips & Stephanie Jones

Consultants Marc Bacchetto, Paul Vittles

Reference J1997

15 July 2014

.

SYDNEY Level 1, 420 Elizabeth

Street, Surry Hills

NSW, 2010 Australia

+61 (2) 9283 2233

LONDON 19 Devonshire Street,

London

W1G 7AH United Kingdom

+44 (0) 203 355 4454

CANBERRA 103/ 11 Trevillian Quay,

Kingston

ACT, 2604 Australia

+61 (2) 123 0335

© Copyright State of NSW and the Office of Environment and Heritage

DISCLAIMER

This report was prepared by Instinct and Reason in good faith exercising all due care and attention, but no representation or warranty, express or implied, is made as to the relevance, accuracy, completeness or fitness for purpose of this document in respect of any particular user’s circumstances. Users of this document should satisfy themselves concerning its application to, and where necessary seek expert advice in respect of, their situation. The views expressed within are not necessarily the views of the Office of Environment and Heritage and may not represent OEH policy. OEH does not accept responsibility for any inaccurate or incomplete information supplied by third parties. No representation is made about the accuracy, completeness or suitability of the information in this publication for any particular purpose. OEH shall not be liable for any damage which may occur to any person or organisation taking action or not on the basis of this publication. This document is subject to revision without notice and it is up to the reader to ensure that the latest version is being used. Readers should seek appropriate advice when applying the information to their specific needs.

[Sustainable households study 2014]

TABLE OF CONTENTS 1. EXECUTIVE SUMMARY .......................................................................................................... 5

Renovations ............................................................................................................................. 5

Buying a property ..................................................................................................................... 5

Energy efficiency initiatives ........................................................................................................................... 6

Sources of information & advice.................................................................................................................... 8

2. BACKGROUND .................................................................................................................... 10

3. OBJECTIVES & METHODOLOGY ........................................................................................... 11

Research tasks ....................................................................................................................... 11

Methodology ......................................................................................................................... 11

Sample profile ........................................................................................................................ 13

4. HOME RENOVATIONS ......................................................................................................... 15

Renovations carried out in last 3 years ........................................................................................................ 15

Renovations planned in next 3 years ......................................................................................................... 16

Reasons for not renovating in the next three years .................................................................................. 16

Factors driving renovating own home ........................................................................................................ 16

Factors driving major renovation decisions ............................................................................................... 17

Factors driving major renovation decisions for future work ..................................................................... 18

Sources of information on what to have done........................................................................................... 19

Sources of information on who to do the work ......................................................................................... 20

5. BUYING A PROPERTY .......................................................................................................... 21

Factors take into account when considering potential homes to buy – which to view? .......................... 22

Factors take into account when considering potential homes to buy – purchase decision ..................... 23

Mandatory disclosure of information to potential buyer .......................................................................... 24

Voluntary disclosure of information to potential buyer ............................................................................ 25

Who go to for information or advice when considering potential home to buy ...................................... 26

6. ENERGY EFFICIENCY INITIATIVES ......................................................................................... 28

Barriers to energy efficiency ....................................................................................................................... 28

Government-accredited overall rating scheme .......................................................................................... 29

Running costs and performance rating scheme options – Government involvement ............................. 29

Support for mandatory rating scheme ....................................................................................................... 30


Who had an energy assessment ................................................................................................................. 31

Who did the energy assessment ................................................................................................................. 31

Cost of the energy assessment ................................................................................................................... 32

Usefulness of the energy efficiency assessment ........................................................................................ 32

Likelihood of using an online assessment tool or having in-home assessment ........................................ 33

Expected cost of an energy efficiency assessment .................................................................................... 34

Investing in energy efficiency ..................................................................................................................... 34

Energy efficiency ROI .................................................................................................................................. 35

7. GREEN POWER/RENEWABLES/SOLAR ................................................................................. 36

Information sources about solar panels ...................................................................................................... 39

Green Power awareness/knowledge ........................................................................................................... 39

Renewable energy sources available in Australia awareness/knowledge ................................................... 40

Green Power electricity account - pay premium to support development? ............................................... 40

Factors involved in switching to Green Power............................................................................................. 41

Likelihood of getting Green Power in the next 12 months .......................................................................... 41

Barriers to getting a Green Power account ................................................................................................. 42

‘Normal’ electricity bill – each quarter ........................................................................................................ 43

Perception of the number of households with Green Power ...................................................................... 43

Sources of Information and advice when considering a Green Power account .......................................... 44

8. MOST VALUABLE SOURCES OF INFORMATION & ADVICE ..................................................... 45

How the choice model works .................................................................................................. 45

Key drivers of choice .................................................................................................................................... 48

9. APPENDIX A: SURVEY .......................................................................................................... 56

10. APPENDIX B: DISCUSSION GUIDE....................................................................................... 111


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1. Executive summary

Renovations

Half (49%) have only done minor renovation or improvement work in the past 3 years and a further

one in six (17%) have done none. One in three has done major renovation work.

For minor renovations on their home, it’s 44% DIY but only 16% DIY for major renovation work,

which tends to be all external (20%) or mostly external (32%). For properties they own but don’t live

in, it is much more likely to be external – 53% for minor renovations and 60% for major renovations.

For work on their own home, it tends to be project managed by the homeowner (36% of cases),

their partner (20%) or a tradesperson (20%).

The main conscious drivers are comfort, functionality, cost, and perceived value. Reducing the

running costs comes in around 8th with 20% saying it is an important factor. Only 8% say that

‘environmental factors’ were important in going ahead with the work. It is also significant that,

although reducing running costs is a relatively important driver, only 7% say there was a sense of

urgency due to high running costs

A similar pattern is repeated when we ask about properties they rent out – pressures from running

costs and ‘environmental factors’ are at the bottom of the list of factors that drive renovation or

improvement work.

One in three homeowners (34%) are planning some major renovation work on their home in the

next 3 years. One in four landlords (24%) are planning some major renovation in the next 3 years.

As with renovation work that has been done in the past, the main conscious drivers of planned

future work are comfort, functionality, cost, and perceived value. Reducing the running costs comes

in around 9th with 17% saying it is an important factor.

Buying a property

One in three (35%) are first-time homeowners whilst one in five (19%) are onto at least their 4th

home. Most commonly, homeowners have owned 2-3 properties (42% have) but one in ten (10%)

have owned at least 6 properties.

When considering potential homes to view, the picture is similar to factors driving renovation

decisions – comfort, functionality, and price along with location and nice area of course. Size and

layout are important, along with parking availability. All of these factors have 60%+ taking them into

account, followed by low running costs in 7th (48%).


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At the point of purchase, there is a very similar picture as for viewing – and also it “Just feels like the

right place”! Low running costs comes in at 8th (40% taking this into account). Factors such as

double-glazing or thermal-efficient windows or a green rating are well down the pecking order.

When considering properties to buy for renting out, affordable price and resale value come to the

fore (49% and 44% take these into account), along with not needing work doing (43%), a property

that would sell quickly (41%) and a property with low running costs (41%). This is business!!!

There are three key items they think property owners should disclose when selling a property – any

restrictions on land around the property (66%), any movement in the ground (58%), and if any work

needs doing on the property (51%). Interestingly, 4th is insulation (44%) way ahead of other

sustainability dimensions.

When asked what information they would voluntarily make available if they were selling, insulation

also ranks high up the list (55% would make it available), along with local amenities (61%), whether

the property has gas (53%, and what work has been done on the property (52%).

Energy efficiency initiatives

Homeowners see cost as the main barrier to making their homes more energy efficient – cost of

installing new energy-efficient systems (51%) and the cost of buying new products and appliances

(47%) with one in five (19%) also highlighting the cost of getting advice. After cost, the barriers are

“people trying to con us” (29%) and “not convinced I would have lower energy bills anyway” (25%).

They would use a ‘government-accredited scheme for giving every property an overall rating for its

efficient running costs and environmental performance’ but only if it didn’t cost them anything.

However, almost one in five (18%) say it would be worth paying $250 to be able to check the rating

of a property they were buying.

Given six options for government’s role in a ratings scheme, the top answer is government not

having a role at all – 21% say “just leave homeowners and industry to do what they want”. There is

some support for government accreditation but a light touch is clearly favoured.

Half (50%) oppose mandatory ratings for rental properties (24% support) and even more (59%)

oppose mandatory ratings for homeowners selling a property (19% support).

6% of homeowners say they have had an energy efficiency assessment in the past 12 months, with a

further 16% saying they have had an assessment but not in the past 12 months. The majority (51%)

say they have not had an assessment and wouldn’t know how to get one arranged.

Among those who have had an energy efficiency assessment, 42% say it was carried out by a

“government-accredited assessor sourced through government”’; 18% a “government assessor

direct from government”, and 21% “someone from an energy company”.


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More than four in five (83%) said their energy efficiency assessment was free, and only 5% paid the

full fee rate. The qualitative research suggested that homeowners are not prepared to pay, don’t see

the benefit, and expect it to be free.

Although it is only a minority who have had an energy efficiency assessment and most don’t see the

value, those homeowners who have had an assessment are likely to have found it useful – 66% in all

with 29% saying very useful.

We know from the qualitative research that there is attitudinal and behavioural resistance to taking

action on energy efficiency, with lack of knowledge also remaining an issue. When asked if they

would use an online energy efficiency tool, only 5% say they definitely will and 37% say they won’t.

When asked if they would have an assessor come to their home, only 2% say they definitely will and

61% say they wouldn’t.

All homeowners were asked how much they would expect to pay for an energy efficiency

assessment and action plan. A majority (56%) expect it to be free – 39% via energy companies, 17%

via government.

Continuing the price-sensitivity pattern, more than half say they would only consider investing in

energy efficiency if it doesn’t cost them more (35%) or actually costs them less (18%). Two in five

(39%) are prepared to invest in energy efficiency even if it costs them more, although in almost all

cases just “a bit more”.

There is a mix of views on speed of payback from investing in energy efficiency – from 15% wanting

an immediate saving through to 9% doing it even if there is no financial return. The majority are in

the 2-5 year ROI bracket (51%).

Renewables, including solar power

It seems to be an inflation of the true incidence, but 28% of homeowners say their home has solar

panels. Interestingly, 35% answer “No, but it would be quite easy to install them”.

Installing solar panels has clearly been motivated by the anticipated cost savings – 73% long-term

savings and 57% immediate savings. A further 33% had access to a grant or loan, and 24% thought it

would increase the value of the property. 33% claim to have been motivated by environmental

considerations.

Of those potentially in the market for solar panels, only 8% say they will install them in the next 12

months, and only 2% definitely will.

Cost again appears to be the main factor. A majority of ‘in market’ homeowners (59%) say they can’t

afford the installation costs; and 19% say they can’t get a government grant or subsidy. Added to

this is a perception that they don’t actually reduce energy bills (22% say this) and “people are trying

to con us” (17%).


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Given that homeowners say cost is the main issue, we asked about the potential impact of available

finance. With low or no interest loans available, 22% say they would install solar panels, although

only 6% definitely will. With government grants available to cover all or most of the installation

costs, this increases considerably to 55% will, 22% definitely will.

There is little social pressure at the moment as most homeowners think that fewer than a quarter of

homes in their area have solar panels. Once the perception is of a quarter or certainly a third of

homes, a bandwagon effect starts to develop but this has not happened yet.

Awareness and knowledge levels are low – 31% say they have heard the term ‘Green Power’ but

don’t know what it is and 10% have never even heard the term. A similar picture emerges for

‘renewable energy sources’ – 31% have heard the term but don’t know what it means.

5% say they have a Green Power electricity account. Almost as many (4%) say they had a Green

Power account but switched back. Most have never considered a Green Power account (52%) or

have considered but not switched (27%).

Most switched for environmental reasons, but also felt it was enlightened self-interest.

Among those who don’t currently have a Green Power account, 31% say they will probably or

definitely switch in the next 12 months but only 5% definitely.

For those who say they won’t switch, 42% say it is because they can’t afford it, and then there are a

range of other reasons given

Half would not expect to pay any premium for Green Power, and half would consider it too

expensive even if it was just 5-10% higher than the ‘normal’ electricity bill. Half of the homeowners

surveyed (48%) say they are currently paying $251-$500 per quarter

There is certainly no social norming occurring with regard to Green Power. A majority (63%) “have

no idea” how many households in their area have a Green Power account – it’s not a major topic of

conversation! Only 7% think it would be a quarter or more.

Sources of information & advice

Family, friends and neighbours are highly influential when renovation work is being done (35% of

homeowners, 22% of landlords), along with tradespeople they know or have been recommended

(34% and 16%), and online searches (31% and 14%). Landlords also rely a lot on property agents

(19%).

Homeowners are also influenced by TV home improvement programs (20%), home improvement

print media (17%), speaking to someone in a DIY store (17%) and tradespeople sourced online or in

directories (16%).


9

Landlords are also influenced by online searches (14%), speaking to someone in a DIY store (12%), TV

home improvement programs (11%) and tradespeople sourced online or in directories (16%).

When considering a property to view as a potential home, 65% would get their information or advice

from the real estate agent. Also influential are building inspectors or their reports, (47%), online

searches (40%), and family, friends or neighbours (35%). When getting to the sharp end of making a

purchase, one in three (34%) say they would rely on the building inspector/report. An energy

efficiency adviser would not be high up the list. Government sources are not high up the list either.

For information or advice re solar panels, homeowners would go to the internet (41%), energy

companies (34%), energy efficiency advisers (34%) a government helpline (28%), manufacturer or

retailer website/app (27%) or a government website/app (26%). When buying a property and

wanting to know more about solar panels, a similar pattern emerges

If homeowners were considering Green Power, and wanted information/advice, they would tend to

go to the energy companies (49% would), the internet (34%), or a government website/app (29%).

Instinct and Reason designed a choice model specifically for OEH to be able to more precisely

measure the impact, and predict the impact, of different approaches to informing and advising

homeowners on decisions around energy efficiency and sustainability

In the mainstream survey, direct questions were asked to homeowners. In reply, they indicated their

conscious attitudes, behaviour, and preferences. The choice model takes a less direct approach and

uncovers more of the sub-conscious drivers. It was decided to focus the choice model on the

channel mix that would best enable homeowners to take confident, fully informed decisions.

A large number of choice cards with randomised permutations were generated. Homeowners then

saw these alternative scenarios flash up on their screens, and all they had to do is say if that

combination would enable them to make a confident, fully-informed decision,. The responses were

analysed mathematically to deduce what is actually driving homeowners’ choices without them even

being conscious of it, as they just answer ‘yes’ or ‘no’ to each scenario.

The model calculated that the ‘base case’ scenario would have 42% of homeowners feeling they

could take a confident, fully-informed decision. All the different ‘channel mix’ scenarios can be

explored via the interactive decision support app built by Instinct and Reason, including the ‘optimal

mix’ which would have 91% of homeowners feeling they could take a confident, fully-informed

decision. OEH can find its own ‘optimal mix’, including factoring in feasibility and costs.

The key drivers of choice analysis shows the key sources are: retail outlets (14%), trade interactions

(13%), new industry or government programs (13%), local government (12%), internet searches

(10%) & OEH (10%).


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2. Background The NSW Government Office of Environment and Heritage (OEH) commissioned a research project

to provide insights and data into ‘sustainable households’.

This research is being used to:

– inform the design of household programs funded under the NSW Energy Efficiency

Action Plan and Renewable Energy Action Plan

– improve existing OEH sustainability programs and tools for households

– scope new sustainability programs for households.

In order to achieve this, the research explored the behaviours, motivations, barriers,

understandings, habits, actions, attitudes and intentions of householders towards energy efficiency,

renewable energy, green power, and sustainable practices for the home.

The research explored in detail key decisions around renovations, and buying/selling properties – to

live in and to rent.


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3. Objectives & methodology The aim of this research is to better understand the experiences, behaviours and motivations of

householders looking to lower their energy use, or rather reduce their running costs, and to adopt

sustainable practices for their properties – their home and any other properties owned.

Research tasks

The research objectives required five tasks to be completed as follows:

Task 1 - Understand how to facilitate (access to) incentives to encourage households to go beyond minimum requirements when building or renovating, and design in sustainability

Task 2 - Develop a home retrofit tool to assist businesses in identifying energy efficiency opportunities for households and to improve the availability of web based information on energy savings tips, the ESS, home retrofit tool and household energy efficiency datasets

Task 3 - Engage the community in renewable energy options. Promote the benefits to consumers of switching to Green Power accredited renewable energy and to understand how to build community support in NSW for renewable energy

Task 4 - Understand the barriers householders face in installing solar energy or switching to Green Power, to inform REAP actions and identify the assistance householders want & need

Task 5 - Seek insights to inform and guide the design of new sustainability programs for households with a focus on purchasing decisions, particularly related to renovation activities

Methodology

The study involved a multi-method, multi–stage methodology including rapid appraisal interviews with experts, a series of focus group discussions, an extensive survey among NSW homeowners with a focus on key decisions – renovations, property purchases, renewable energy (including solar panels), and Green Power electricity accounts.


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The initial qualitative research provided important insights in its own right and helped to shape the quantitative research:

The group discussions were designed around a ‘Lifestage’ stratification and then a focus on

renovation behaviour. In addition, there was a regional NSW perspective, a range of other

demographic & socio-economic factors and ‘sustainability’ mind sets’.


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The details of the online study are as follows:

Sample profile

The sample profile from the 954 online interviews is set out below. Survey participants were

screened so all were property owners and decision makers:


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4. Home renovations Renovations carried out in last 3 years

Half (49%) of those surveyed reported having only done minor renovation or improvement work and

a further one in six (17%) have done none. So it is about one in three that have done more

substantial renovation work in the past 3 years.

There are numerous sub-group variations which can be studied in more detail. For example, for

‘converted the energy system (eg to use more renewable energy)’, it ranges from 14% in Sydney and

Newcastle/Central Cost to 27% in Southern NSW and 28% in Northern NSW.

Rather than trying to summarise all of these sub-group variations in this overview report, it is best to

examine the data in more depth in the context of a more detailed investigation, workshop or

surgery, with hypotheses being developed and tested.


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Renovations planned in next 3 years

One in three (34%) are planning some major renovation work on their home in the next 3 years

(including 41% of those who have lived there for less than 2 years, 36% of those who have lived

there for 3-15 years, and 29% of those who have lived there for 16+ years; and also 41% of those

with a mortgage).

Among those who have other properties they don’t live in, one in four (24%) are planning some

major renovation in the next 3 years.

Reasons for not renovating in the next three years

Among those not planning any major renovation or improvement work over the next 3 years, 50% of

homeowners and 70% of landlords say “it doesn’t need it”. Other key reasons for homeowners are

the related “property already quality throughout” (18%), “property is already energy efficient and

has low running costs” (15%) and “can’t afford it” (32%). Other key reasons given by landlords are

lack of ROI (13%) and “can’t afford it” (12%). .

Factors driving renovating own home

The main conscious consumer drivers are comfort, functionality, cost, and perceived value. Reducing

the running costs comes in around 8th with 20% saying it is an important factor.

Consumers’ prime driver is to make the home they live in a more enjoyable place to be. This means

greater functionality as well as comfort and having access to the funds is crucial. Interestingly

making it a place for their family and friends to enjoy comes in at number 4 implying the potential

for social norms to play a greater role in the renovations and products chosen. As comes through in

the choice model, one underlying ‘test’ for renovations and the products used is whether it adds to

property values. The voluntary energy efficiency disclosure program can have a high impact here.


17

Only 8% say that ‘environmental factors’ were important in going ahead with the work. It is also

significant that, although reducing running costs is a relatively important driver, only 7% say there

was a sense of urgency due to high running costs.

A similar pattern to the previous figure is repeated when we asked about properties they rent out.

The main conscious drivers are still comfort, functionality, cost, and perceived value, with

safe/secure higher up the list. Reducing the running costs comes in around 7th (lower for rental

properties) with 17% saying it is an important factor. When we ask about properties they rent,

pressures from running costs and ‘environmental factors’ are at the bottom of the list of factors that

drive renovation or improvement work.

Factors driving major renovation decisions

Homeowners who have had major renovation work done in the past 3 years are even more likely to

take into account comfort, functionality, affordability and impact on property value than when

minor work is done. Running costs come in 8th (25% saying it is an important factor). Therefore

influencing major investments needs to take account of this issue of comfort and how energy

efficiency can dovetail with it. Greater exploration of this area is needed.


18

Those who have had major renovation work done are no more likely to be driven by environmental

factors or any urgent pressures around running costs than other renovators.

Factors driving major renovation decisions for future work

To check that the key buying factors aren’t likely to change, the survey asked about future

renovation work. As with renovation work that has been done in the past, the main conscious

drivers of planned future work are comfort, functionality, cost, and perceived value. Reducing the

running costs comes in around 9th with 17% saying it is an important factor. Therefore influencing

major investments needs to take account this issue of comfort and how energy efficiency can

dovetail with it. Greater exploration of this area is also needed.


19

Only 7% say that ‘environmental factors’ will be important in driving future work, and only 6% say

there is a sense of urgency due to high running costs.

Similarly for future renovations around a property they rent out, the main conscious drivers of

planned future work are comfort, functionality, cost, and perceived value. Reducing the running

costs isn’t even in the top ten for landlords. Only 10% say that reducing the running costs will be an

important factor, the same as for ‘environmental factors’, and only 6% say there is a sense of

urgency due to high running costs.

Sources of information on what to have done

Family, friends and neighbours are highly influential (35% of homeowners, 22% of landlords), along

with tradies they know or have been recommended (34% and 16%), and online searches (31% and

14%). Landlords also rely a lot on property agents (19%).

For properties they don’t live in after the top four which are the same, landlords are also influenced

by online searches (14%), speaking to someone in a DIY store (12%), TV home improvement

programs (11%) and tradies sourced online or in directories (16%).

The pattern of information sources is similar among those who have had major work done in the

past 3 years


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Sources of information on who to do the work

For decisions on who to do the work, similar sources are quoted as influential.

Landlords, when making decisions on who to do the work, quote similar sources as being influential.

Some of what we might professionally call the more informed sources are lower down the list.


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5. Buying a property One in three in our surveyed sample (35%) were first-time homeowners (including 48% of those

living in apartments/units). At the other end of the spectrum, we have one in five (19%) who are

onto at least their fourth home.

Most commonly, homeowners have owned 2-3 properties (42% of our sample) but one in ten (10%)

have owned at least 6 properties.


22

Factors take into account when considering potential homes

to buy – which to view?

When considering live-in homes to view, the picture is similar to factors driving renovation decisions

– comfort, functionality, and price along with location and nice area of course. Size and layout are

important, along with parking availability. All of these factors have 60%+ taking them into account,

followed by low running costs in 7th (48%).


23

Factors take into account when considering potential homes

to buy – purchase decision

When considering live-in homes to purchase, there is a very similar picture as for viewing – comfort,

functionality, and price along with location and nice area. Size and layout are important, along with

parking availability, and “Just feels like the right place”! Low running costs comes in at 8th (40%

taking this into account). Factors such as double-glazing or thermal-efficient windows or a green

rating feature well down the pecking order.

When considering properties to buy for renting out, affordable price and resale value come to the

fore (49% and 44% respectively saying they take these into account), along with not needing work

doing (43%), a property that would sell quickly (41%) and a property with low running costs (41%).

This is business. Most landlords are not going to be influenced in their decisions by sustainability

factors on their own. They will only be interested in the economics, so reducing running costs is the

key message to convey.


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Mandatory disclosure of information to potential buyer

When asked what information property owners should disclose when selling a property, there are

three key items with a majority in favour – any restrictions on land around the property (66%), any

movement in the ground (58%), and if any work needs doing on the property (51%). Interestingly,

4th is insulation (44%), way ahead of other what we might call ‘sustainability’ dimensions.


25

Voluntary disclosure of information to potential buyer

When asked what information they would voluntarily make available if they were selling, insulation

also ranks high up the list (55% would make it available), along with local amenities (61%), whether

the property has gas (53%, and what work has been done on the property (52%).


26

Who go to for information or advice when considering

potential home to buy

When considering a property to view as a potential home, 65% would get their information or advice

from the real estate agent. Also influential are building inspectors or their reports, (47%), online

searches (40%), and family, friends or neighbours (35%). When getting to the sharp end of making a

purchase, one in three (34%) say they would rely on the building inspector/report. An energy

efficiency adviser would not be high up the list.

Government sources are not high up the list either with only about 10% nominating them.


27

When considering a property to view with the prospect of renting it out, the pattern is much the

same. An energy efficiency adviser is given a slightly higher ranking when viewing properties to rent

out but, still, it is only 5% saying they would use such a source of information or advice.


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6. Energy efficiency initiatives Barriers to energy efficiency

Asked about the barriers to making their homes more energy efficient, homeowners make it clear

that it is primarily a cost issue – cost of installing new energy-efficient systems (51% say this is a

barrier) and the cost of buying new products and appliances (47%) with one in five (19%) also

highlighting the cost of getting advice. After cost, the barriers are “people trying to con us” (29%)

and “not convinced I would have lower energy bills anyway” (25%).

In addition to the widespread belief that cost is a barrier, there are a wide range of other barriers as

well so the communications challenge is enormous as there is a need to address a whole series of

objections through the decision chain.


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Government-accredited overall rating scheme

Asked about the concept of a ‘government-accredited scheme for giving every property an overall

rating for its efficient running costs and environmental performance’, a majority of homeowners say

they would use it – but only if it didn’t cost them anything. However, almost one in five (18%) say it

would be worth paying $250 to be able to check the rating of a property they were buying.

Running costs and performance rating scheme options –

Government involvement

Given six options for government’s role in developing and providing a ratings scheme, the top

answer is government not having a role at all – 21% say “just leave homeowners and industry to do

what they want”. There is some support for government accreditation but a light touch is clearly

favoured.


30

Support for mandatory rating scheme

Half (50%) oppose mandatory ratings for rental properties and even more (59%) oppose mandatory

ratings for homeowners selling a property. The levels of support are 19% for homeowners selling

properties and 24% for landlords renting out properties.


31

Who had an energy assessment

Fewer than one in ten homeowners (6%) say they have had an energy efficiency assessment in the

past 12 months, with one in six (16%) saying they have had an assessment but not in the past 12

months. The majority (51%) say they have not had an assessment and wouldn’t know how to get

one arranged, including – interestingly - 64% of those looking after the home full-time, 63% of

professionals such as doctors, architects and solicitors, and 66% of those in clerical/secretarial jobs.

Who did the energy assessment

Among the 22% of homeowners who say they have had an energy efficiency assessment, two in five

(42%) say it was carried out by a “government-accredited assessor sourced through government”. In

almost one in five cases (18%) it was a “government assessor direct from government”. In another

one in five cases (21%) it was “someone from an energy company”.


32

Cost of the energy assessment

More than four in five (83%) said the assessment was free, and only 5% paid the full fee rate. The

qualitative research suggested that homeowners are not prepared to pay, don’t see the benefit, and

expect it to be free.

Usefulness of the energy efficiency assessment

Although it is only a minority who have had an energy efficiency assessment and most don’t see the

value, those homeowners who have had an assessment are likely to have found it useful – 66% in all

with 29% saying very useful.


33

Likelihood of using an online assessment tool or having in-

home assessment

We know from the qualitative research that there is attitudinal and behavioural resistance to taking

action on energy efficiency, with lack of knowledge also remaining an issue. When asked if they

would use an online energy efficiency tool, only 5% say they definitely will and 37% say they won’t.

When asked if they would have an assessor come to their home, only 2% say they definitely would

take up this option and 61% say they wouldn’t.


34

Expected cost of an energy efficiency assessment

All homeowners were asked how much they would expect to pay for an energy efficiency

assessment and action plan. A majority (56%) expect it to be free – 39% via energy companies, 17%

via government.

Investing in energy efficiency

Continuing the price-sensitivity pattern, more than half say they would only consider investing in

energy efficiency if it doesn’t cost them more (35%) or actually costs them less (18%). However, two

in five (39%) are prepared to invest in energy efficiency even if it costs them more, although in

almost all cases just “a bit more”.


35

Energy efficiency ROI

There is a mix of views on speed of payback from investing in energy efficiency – from 15% wanting

an immediate saving through to 9% doing it even if there is no financial return. The majority are in

the 2-5 year ROI bracket (51%).


36

7. Green Power/renewables/solar Solar panels – current & potential

It seems to be an inflation of the true incidence, but 28% of homeowners say their home has solar

panels (including 47% in Northern NSW). Interestingly, 35% answer “No, but it would be quite easy

to install them”.

Installing solar panels

Installing solar panels is clearly motivated by the anticipated cost savings – 73% long-term savings

and 57% immediate savings. A further 33% say they had access to a grant or loan, and 24% thought it

would increase the value of the property. 33% say motivated by environmental considerations.


37

Likelihood to install solar panels for home

Of those potentially in the market for solar panels, only 8% say they will install them in the next 12

months, and only 2% definitely will.

Barriers to solar panels

Cost again appears to be the main factor. A majority of ‘in market’ homeowners (59%) say they can’t

afford the installation costs; and 19% say they can’t get a government grant or subsidy. Added to

this is a perception that they don’t actually reduce energy bills (22% say this) and “people are trying

to con us” (17%).


38

Likelihood of installing solar panels for home - if loan

finance or grants available

Given that homeowners say cost is the main issue, we asked about the potential impact of available

finance. With low or no interest loans available, 22% say they would install solar panels, although

only 6% definitely will. With government grants available to cover all or most of the installation

costs, this increases considerably to 55% will, 22% definitely will.

Awareness of solar panels on properties in the area

There is little social pressure at the moment as most homeowners think that less than a quarter of

homes in their area have solar panels. Once the perception is of a quarter or certainly a third of

homes, a bandwagon effect starts to develop.


39

Information sources about solar panels

For information or advice re solar panels, homeowners would go to the internet (41%), energy

companies (34%), energy efficiency advisers (34%) a government helpline (28%), manufacturer or

retailer website/app (27%) or a government website/app (26%).

When buying a property and wanting to know more about solar panels, a very similar pattern

emerges as in the previous chart.

Green Power awareness/knowledge

Awareness and knowledge levels are low – 31% say they have heard the term ‘Green Power’ but

don’t know what it is and 10% have never even heard the term.


40

Renewable energy sources available in Australia

awareness/knowledge

A similar picture emerges for ‘renewable energy sources’ – 31% have heard the term but don’t know

what it means.

Green Power electricity account - pay premium to support

development?

One in twenty (5%) say they have a Green Power account. Almost as many (4%) say they had a

Green Power account but switched back. Most have never considered a Green Power account (52%)

or have considered but not switched (27%).


41

Factors involved in switching to Green Power

The sample here is small but the pattern is clear. Most switched for environmental reasons, but also

felt it was enlightened self-interest.

Likelihood of getting Green Power in the next 12 months

Among those who don’t currently have a Green Power account, 31% will probably or definitely

switch in the next 12 months but only 5% definitely.


42

Barriers to getting a Green Power account

For those who say they won’t switch, 42% say it is because they can’t afford it, and then there are a

range of other reasons given.

Price expectations for Green Power

Half would not expect to pay any premium for Green Power, and half would consider it too

expensive even if it was just 5-10% higher than the ‘normal’ electricity bill.


43

‘Normal’ electricity bill – each quarter

Half of the homeowners surveyed (48%) say they are currently paying $251-$500 per quarter.

Perception of the number of households with Green Power

There is certainly no social norming occurring with regard to Green Power. A majority (63%) “have

no idea” how many households in their area have a Green Power account – it’s not a major topic of

conversation! Only 7% think it would be a quarter or more.


44

Sources of Information and advice when considering a Green

Power account

If homeowners were considering getting a Green Power account, and wanted information or advice,

they would tend to go to the energy companies (49% would), the internet (34%), or a government

website/app (29%).


45

8. Most valuable sources of information & advice

In the survey, questions were asked where homeowners would get information and advice, including

who they would go to – around renovations, buying properties, solar panels and Green Power, using

a consistent list (tailored where necessary).

For renovations, it is friends/family/neighbours, tradespeople, internet searches, and home

improvement programs on the TV. If it’s a rented property, then property agents are influential.

For buying a property, real estate agents are crucial, along with building inspectors (and their

reports), internet searches, and ‘the grapevine’.

For solar panels, it is energy companies, internet searches, energy efficiency advisers,

manufacturer/retailer websites or apps, and government websites or apps.

For Green Power, it is energy companies, internet searches, government websites/apps, energy

efficiency advisers, government (accredited) helplines and consumer groups.

Further insights were gleaned from the focus groups and stakeholder interviews.

Also, Instinct and Reason designed a choice model specifically for OEH to be able to more precisely

measure the impact, and predict the impact, of different approaches to informing and advising

homeowners on decisions around energy efficiency and sustainability

How the choice model works

In the mainstream survey, direct questions were asked to homeowners. In reply, they indicate their

conscious attitudes, behaviour, and preferences. The choice model takes a less direct approach and

uncovers more of the sub-conscious drivers.

It was decided to focus the choice model on the channel mix that would best lead to homeowners

being able to take confident, fully informed decisions.

A grid was devised with a list of all the different categories of information or advice sources and then

the different types or levels of information or advice within each category. This grid then contained a

fairly comprehensive map of the different channels and levels of information.

With the grid designed, the categories defined, and the question designed, we were then able to

generate a large number of choice cards with randomised permutations of the different types and

levels of advice. Homeowners taking part in the survey then saw these alternative scenarios flash up


46

on their screens, and all they had to do is say if that combination would enable them to make a

confident, fully-informed decision

The responses to the randomised scenarios can be analysed mathematically to deduce what is

actually driving homeowners’ choices without them even being conscious of it, as they just answer

‘yes’ or ‘no’ to each scenario.

The model calculated that the ‘base case’ scenario would have 42% of homeowners feeling they

could take a confident, fully-informed decision.

Base Case = 42% can take fully informed, confident decisions Yes

Retail outlets No retail information provided

Trade interactions No trade information provided

NSW Government (Office of Environment & Heritage) online

Office of Environment mobile app with the latest information on lifelong running costs and

environmental benefits Researching via the internet Doing your own Google search

Seeing or hearing advertising No high profile TV, radio or news media

advertising about environmental information for the home

Local government No information available from local government New programs that help consumers make better choices around products and home renovations

No government programs to assist consumer choices around lifelong running costs or

environmental benefits Tailored assessment and advice

Government website with online tools that allow you to calculate the energy savings of various

renovation choices Other trusted sources Information or advice from energy companies like

AGL

Real estate agents Real estate agents who don’t know much about energy efficiency but will find out if you ask them


47

All the different ‘channel mix’ scenarios can be explored via the interactive decision support app

built by Instinct and Reason, including the ‘optimal mix’ which would have 91% of homeowners

feeling they could take a confident, fully-informed decision (see below).

Optimal mix = 91% can take fully informed, confident decisions Yes

Retail outlets Brochures that inform on lifelong running costs and environmental benefits

Trade interactions Tradespeople who can advise on lifelong running costs and environmental benefits

NSW Government (Office of Environment & Heritage) online

Office of Environment & Heritage sponsored blog site for consumers to get information and

comment about life long running costs and environmental benefits

Researching via the internet Retailer websites that outline lifelong running costs and environmental benefits

Seeing or hearing advertising TV, radio, newspaper and online advertising that promotes websites, blogs and apps that can help

make choices about products or home renovations

Local government Local government website with recommended

products and renovation strategies around lifelong running costs and environmental benefits

New programs that help consumers make better choices around products and home renovations

Voluntary system of having homes rated for energy efficiency (Government accredited; like

star rating on appliances) Tailored assessment and advice

Free government-accredited telephone helpline where you can call for advice on energy efficient

home practices and products Other trusted sources Information or advice from environmental groups Real estate agents

Real estate agents who can advise generally on the lifelong running costs and environmental

benefits of all types of dwellings

OEH can find its own ‘optimal mix’, including factoring in feasibility and costs.


48

The choice model analysis also identifies the key drivers of choice, showing the precise degree to

which each category of information or advice is influencing choices. This analysis (below)

demonstrates that the key drivers are: retail outlets (14%), trade interactions (13%), new industry or

government programs (13%), local government (12%), internet searches (10%) and OEH (10%).

There are significant differences by sub-groups and sub-geographical areas, too many to mention

here, which is why it is important to look very closely at the data and interact with it, including – we

advise – interactive workshops or ‘surgery sessions’ where Instinct and Reason researchers can be

available on-site to take OEH managers through the results.

Key drivers of choice

The question asked of consumers around a wide range of possible scenarios reveals that all the

sources of information tested play a role in helping NSW consumers make fully informed, confident

choices about home renovations or products for their home.

While some sources are more influential than others, all these ten sources are influential to greater

and lesser degrees and a multi-channel communications strategy is important to bring about change.

Analysis of consumers’ choices revealed that the main driver of renovation and product choice is

information that is provided in the retail environment. This accounts for 14% of the information that

decides their choices.

The second most powerful source of information on renovation and product choice is information

provided when dealing with tradespeople and trade suppliers. This accounts for 13% of the

information that decides consumer choices.


49

The third most powerful source of information on renovation and product choice is information

provided through the range of consumer programs such as the Energy Star rating, other new

labelling, etc that helps you choose products and services. These consumer programs influence 13%

of the consumer choice.

The fourth most powerful source of information on renovation and product choice is information

provided through local government. This accounts for 12% of the information that decides consumer

choices.

Also significant were research undertaken on the internet (10% of choice) and the NSW Government

through the Office of Environment & Heritage (also 10%), followed by tailored assessment and

advice (9%). Real estate agents (8%) and other trusted sources (7%) play roles that matter across all

homeowners and quite strongly to certain members of the community.

Revealing the low regard (almost cynicism) for advertising by the community these days, the role of

broad-based advertising was low representing only 4% influence on people’s choices for renovating

and product purchases. Nevertheless the role of putting new sustainable products on the agenda is

often best fulfilled by advertising despite its low level of apparent influence as a source of

information on consumer choices.

These results show the average for the NSW community as represented by the 954 interviews

undertaken. These results are different by various segments and by different parts of NSW. The

following figure highlights the differences in the information channel influences in different parts of

New South Wales.

For example Sydneysiders are more reliant on programs that help consumers make better choices

while those in Southern NSW rely heavily on their local Government, Real Estate agents and

advertising. Those in Northern NSW rely more (than in other places on the Internet and other


50

trusted sources. In Western NSW, it is the NSW Government. Newcastle/Central Coast rely more

than in other places on programs that help consumers make better choices and other trusted sources

while in Wollongong it is tailored assessment and advice and trade interactions that are relatively

more influential in their choices.

While regions and different segments have slightly varying influences relatively so do the ‘levels’

tested. For each source of information, the scenarios tested a range of types or levels of the

attribute. The following figure illustrates how the communication influences choice for each type of

retail communication. The following chart shows that sales people who can advise is a very powerful

influence in the Newcastle/Central coast area as is a mobile app linked to relevant information.


51

Tradespeople’s views carry significant weight with many New South Wales residents especially in

Wollongong, but also in Newcastle, Northern NSW and Sydney. The mobile app that is linked to

relevant information is popular in Western NSW and Newcastle/Central Coast.

A voluntary system where houses are rated for energy efficiency was especially influential in

Newcastle/Central Coast whereas a mandatory system was believed to be more influential in

Sydney, Southern and Northern NSW.


52

Local government can also play a crucial role in providing information to consumers.

Newcastle/Central Coast residents see a help-line and home energy assessments as key activities for

local government. The strongest overall initiative is a local government website with relevant

building information that is localised. The qualitative research showed a great variation in

confidence in local governments’ ability to perform. It is surprising that this channel is so prominent.

However it reflects the great opportunity for local government to play a role.

Most consumers claim they research their renovation and product choices via Google. The following

figure shows that the greatest opportunity for more influence lies in having greater information on

retailer websites. With the growth in online shopping (and the critical role that cost plays in choice)

it is likely that this influence will only increase.


53

An informed and knowledgeable real estate agent can be very helpful to many.

The most powerful influence the Office of Environment and Heritage has is in starting and

maintaining the conversation about environmental benefits and how they can be achieved through

rennovations and home product purchases. In Western NSW and Wollonging this is partcularly

strong. Twitter and Facebook conversations were also widely seen to be influential.


54

The Office of Environment & Heritage website which features online tools that allow the calculation

of energy savings was seen as being very influential in the making of consumer choices. A telephone

helpline was also seen to be a valuable source of information and some support in Northern NSW for

home energy assessments.

The results show that energy companies play a role in providing information and advice and it is only

in Southern NSW that other channels have influence. Environmental groups, Choice and TV

programs were seen to be valuable and trusted sources.


55

Finally the choice model reveals that the use of broadcast media like TV, Radio and newspapers

(both online and broadcast) do have impact on consumer choices to varying degrees across NSW.


56

9. Appendix A: Survey


57

1997 – OEH Sustainable Households

ONLINE SURVEY – 15 MINUTES

FINAL FIELD VERSION (V9)

Introduction

Thank you for agreeing to participate in this online survey.

It takes around 15 minutes to complete on average. How long it takes you will depend on what property you own and how much work you’ve had done on it.

Longer surveys simply mean that more questions are relevant, and you’ve got a lot to say.

All instinct and reason’s research is conducted under the Market and Social Research Privacy Principles, which ensures confidentiality of your information.

The results will be aggregated; your individual information will not be able to be identified.

Please ensure that you read all instructions carefully for each question before

selecting your answer. At the end of the survey, please ensure that you click ‘submit’ to ensure your responses are collected.

If you have any questions or comments regarding this survey, please email [email protected].

Please click ‘continue’ to start the survey.

Please Check Geographic Quotas

Regions of NSW Sample

Sydney 500

Southern NSW 100

Northern NSW 100

Western NSW 100

Newcastle/Central Coast 100

Wollongong 100

Total 1000


58

Section A - Screeners

A1. Are you a homeowner?

S/R

TERMINATE-----No, I rent somewhere to live and don’t own a

property

1

TERMINATE-----No, I live in a home owned by someone else (eg employer, parents, other family member)

2

Yes, I own a property (including with a home loan or mortgage) 3

TERMINATE-----Prefer not to say 99

A2. Which of these applies to you? PLEASE CLICK ON ALL THAT APPLY

M/R

I own the property I live in and own it outright, no home loan or

mortgage

1

I own the property I live in, with a home loan or mortgage 2

I rent the property I live in but I also own a property 3

I own a property I rent out and don’t live there myself 4

I own a property I sometimes live in and sometimes rent out (eg holiday let)

5

I own a property used for other purposes (eg used by children at university)

6

I have recently bought a property I intend to rent out but not live there myself

7

I have recently bought a property I intend to rent out and also live there myself

8

Other (please tell us more) 98

TERMINATE-----Prefer not to say 99

A3. If you were renovating your home or a property you own, who would be

the main decision maker on what work was done, who did the work, what materials were used, which appliances you bought…

S/R

I would be the main decision maker 1

I would be one of the joint decision makers 2

TERMINATE----I wouldn’t be involved in those kinds of decisions 3

TERMINATE-----Don’t know/unsure 4


59

A4. What age are you? [CHECK QUOTAS]

S/R

TERMINATE-----18-24 1

25-34 2

35-44 3

45-54 4

55-59 5

60-64 6

65-69 7

50-74 8

TERMINATE-----75+ 9

A5. Are you… [CHECK QUOTAS]

S/R

Male 1

Female 2

A6. Is the property you live in…: [CHECK QUOTAS]

S/R

An apartment/flat/unit/townhouse 1

A detached house 2

A semi-detached house or terrace 3


A7. How long have you lived there…

S/R

Less than a year 1

1-2 years 2

3-4 years 3

5-10 years 4

11-15 years 5

16-20 years 6

More than 20 years 7


60

IF OWN OTHER PROPERTIES – CODES 3-8 AT A2 A8. Is the property you own but don’t live in…:

M/R

An apartment/flat/unit/townhouse 1

A detached house 2

A semi-detached house 3


ALL TO ANSWER A9. Do you: [CHECK QUOTAS]

S/R

Live in a major city over 100,000 people 1

Live in a substantial regional town 10,000-99,999 people 2

Live in a town under 10,000 people 3

Live in the countryside outside any town 4


61

Section B – Home Renovations

ALL TO ANSWER B1. What work have you done on your home in the past 3 years?

PLEASE CLICK ON ALL THAT APPLY

RANDOMISE ORDER FOR CODES 1-10 M/R

Major external renovation or improvement work (eg extension, re-

roofing, new windows, infrastructure into the property)

1

Major internal renovation or improvement work (eg new bathroom,

new kitchen, new floor, re-wiring, structural changes)

2

Insulation in roof/ceiling and/or walls/floors 3

Extensive work to the garden, paths or area around your property 4

Installed new heating/air-conditioning system 5

Installed new lighting system or upgraded existing lighting system 6

Installed a new water system, eg for recycling or dual water supply 7

Converted the energy system (eg to use renewable energy) 8

Installed double glazing or thermal-efficient windows 9

Replaced swimming pool pump with energy-efficient system 10

Only done minor renovation or improvement work (eg painting,

replacing fittings, new light bulbs)

11

Not done any renovation or improvement work in the past 3 years, as

property didn’t need it (eg done previously or good condition when bought)

12

Not done any renovation or improvement work in the past 3 years, even though it really needs it

13



62

IF HAD WORK DONE IN PAST 3 YEARS – CODES 1-9 IN B1 B2. When you first decided to have the work done on your home, which sources

of information or advice helped you decide on what to have done? PLEASE CLICK ON ALL THAT APPLY

RANDOMISE ORDER M/R

Internet search/Google 1

Government website or app 2

Manufacturer/retailer website or app 3

Checked online customer review sites like WOMO, blogs or via other social media

4

Family, friends or neighbours 5

An architect or builder you have used before or had recommended 6

An architect or builder you found via an online search or directory 7

A tradie (eg carpenter, electrician, plumber) you have used before or

was recommended

8

A tradie (eg carpenter, electrician, plumber) you found via an online search or directory

9

An energy efficiency adviser who could tell you about life long running costs

10

Telephoned a government helpline or government-accredited helpline 11

Spoke to someone in a DIY store or the place you bought the materials, fittings

12

Spoke to someone in a household goods store where you bought the appliances

13

Looked at home improvement magazines or articles in newspapers 14

Watched home improvement program on TV 15

Watched consumer advice program on TV (eg The Checkout) 16

Consumer groups (eg CHOICE) 17

Energy companies (eg AGL) 18

Real estate/property agent/realestate.com or domain.com.au 19

Building inspector/building inspector report 20



63

B3. When you had decided what work to have done, which sources of information or advice helped you decide on who you would get to do the work?


RANDOMISE ORDER M/R



Manufacturer or retailer website or app 3


4




A tradie (eg carpenter, electrician, plumber) you have used before or was recommended

8

A tradie (eg carpenter, electrician, plumber) you found via an online

search or directory

9

An energy efficiency adviser who could tell you about life long running

costs

10


Spoke to someone in a DIY store or the place you bought the

materials, fittings

12

Spoke to someone in a household goods store where you bought the

appliances

13










64

ALL TO ANSWER B4. When you have major renovation or improvement work needing to be

done on your home, how much do you do yourself and how much do you get people in to do it?

ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC OTHER) S/R

Do it all myself (or partner does it) wherever possible 1

Mostly me/us but working with relevant architects, builders, and tradies

2

Half and half 3

Mostly architects, builders or tradies, but I/we do some 4

All external, I/we don’t do DIY 5

Other (Please tell us more) 98

B5. When you have more minor renovation or improvement work needing to

be done on your home, which doesn’t need an architect or master builder, how much do you do yourself and how much do you get people in to do it?



Mostly me/us but working with relevant tradies 2

Half and half 3

Mostly tradies, but I/we do some 4

All external, I/we don’t do DIY 5


B6. In the past, when you have major renovation or improvement work done on your home, who has been the main project manager overseeing the work and

making the detailed day-to-day decisions?

DO NOT ROTATE OR RANDOMISE ORDER S/R

I have been the project manager 1

My partner 2

Another family member, friend or neighbour 3

The architect or builder 4

The tradie for the main part of the work involved 5

Another tradie I know who is a good project manager 6



65

B7. Thinking about the renovation or improvement work you have had done on your home in the past 3 years, which of these factors have been important in

your decision to go ahead with the work? PLEASE CLICK ON ALL THAT APPLY

B8. And which one factor has probably been the single most important factor influencing your decision to go ahead with the work?

PLEASE CLICK ON ONE ONLY

RANDOMISE ORDER M/R S/R

Increasing the value of the property for when I/we sell it

(though not planning to sell it for a while)

1 1

Increasing the value of the property for when I/we sell it (and wanting to sell it soon)

2 2

Helping sell the property quickly (and want to do this) 3 3

Reducing the running costs 4 4

Just wanting a change 5 5

Making it a more comfortable or attractive home to live in 6 6

Making it a more comfortable or attractive home for family or friends visiting

7 7

Giving it the highest environmental standards and minimising harmful impacts on the environment

8 8

Making it more functional to live in and easier to maintain 9 9

Having top quality materials, finish or appliances so it’s long-

lasting

10 10

Just feeling right for this place 11 11

Just feeling like the right time to do it 12 12

Could afford to do it at this time 13 13

Knew a good builder or tradie who was available to do the work 14 14

The work desperately needing doing as it was pulling down the

value of the property

15 15

The work desperately needed doing as we had high running costs and energy bills

16

16

The work desperately needed doing as it was looking awful and I like my home to look nice

17

17

The work desperately needed doing as I like my home comforts 18 18

Creating more space or a better use of the available space 19 19

Making the property safer or more secure 20 20

Other (please tell us more) 98 98


66

ALL TO ANSWER B9. Are you planning any major renovation or improvement work on your

home in the next 3 years?

ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC DK) S/R

Yes, definitely 5

Yes, probably 4

Might do 3

Probably not 2

Definitely not 1

Don’t know 99


67

IF YES AT B9 (CODES 4 OR 5) B10. Which of these factors will be important in your decision to go ahead with

the work? PLEASE CLICK ON ALL THAT APPLY

B11. And which one factor will probably be the single most important factor influencing your decision to go ahead with the work?





1 1


2 2






7 7


8 8



lasting

10 10



Can afford to do it at this time 13 13

Know a good builder or tradie who is available to do the work 14 14

The work desperately needs doing as it is pulling down the

value of the property

15 15

The work desperately needs doing as we have high running costs and energy bills

16

16

The work desperately needs doing as it is looking awful and I like my home to look nice

17

17

The work desperately needs doing as I like my home comforts 18 18





68

IF NOT AT B9 (CODES 1 OR 2) B12. Why are you not planning any major renovation or improvement work on

your home in the next 3 years? PLEASE CLICK ON ALL THAT APPLY

RANDOMISE ORDER M/R

Doesn’t need it/in good condition 1

Can’t afford it 2

Don’t think I’ll get a decent return on the investment 3

Probably going to sell it anyway 4

Probably going to rent it out 5

Can’t get the right people to do it/no quality workmanship 6

Too time-consuming to plan and manage 7

Bad past experiences with renovation work 8

Property already is top quality throughout 9

Property already is energy efficient and has low running costs 10

Property already meets the highest environmental standards 11

Might need some work but like it as it is 12

Don’t know enough about what can be done to improve it 12


Don’t know 99


69

IF OWN PROPERTY THEY DON’T LIVE IN – CODES 3-8 AT A2 BB1. Now thinking about the property (or properties) you own but don’t live in,

what work have you done in the past 3 years? PLEASE CLICK ON ALL THAT APPLY

RANDOMISE ORDER M/R

Major external renovation or improvement work (eg extension, re-roofing, new windows, infrastructure into the property)

1

Major internal renovation or improvement work (eg new bathroom, new kitchen, new floor, re-wiring, structural changes)

2

Insulation in roof/ceiling and/or walls/floors 3

Extensive work to the garden, paths or area around your property 4

Installed new heating/air-conditioning system 5

Installed new lighting system or upgraded existing lighting system 6

Installed a new water system, eg for recycling or dual water supply 7

Converted the energy system (eg to use renewable energy) 8

Installed double glazing or thermal-efficient windows 9

Replaced swimming pool pump with energy-efficient system 10

Only done minor renovation or improvement work (eg painting, replacing fittings, new light bulbs)

11

Not done any renovation or improvement work in the past 3 years, as property didn’t need it (eg done previously or good condition when

bought)

12

Not done any renovation or improvement work in the past 3 years,

even though it really needs it

13



70

IF HAD WORK DONE IN PAST 3 YEARS – CODES 1-9 IN BB1 BB2. When you first decided to have the work done, which sources of

information or advice helped you decide on what to have done? PLEASE CLICK ON ALL THAT APPLY

RANDOMISE ORDER M/R





4




A tradie (eg carpenter, electrician, plumber) you have used before or

was recommended

8

A tradie (eg carpenter, electrician, plumber) you found via an online search or directory

9


10


Spoke to someone in a DIY store or the place you bought the materials, fittings

12

Spoke to someone in a household goods store where you bought the appliances

13







Body Corporate/Strata Management/Executive Committee 20




71

BB3. When you had decided what work to have done, which sources of information or advice helped you decide on who you would get to do the work?


RANDOMISE ORDER M/R





4




A tradie (eg carpenter, electrician, plumber) you have used before or was recommended

8

A tradie (eg carpenter, electrician, plumber) you found via an online

search or directory

9

An energy efficiency adviser who could tell you about life long running

costs

10


Spoke to someone in a DIY store or the place you bought the

materials, fittings

12

Spoke to someone in a household goods store where you bought the

appliances

13







Body Corporate/Strata Management/Executive Committee 20




72

ASK ALL WHO OWN PROPERTY THEY DON’T LIVE IN – CODES 3-8 AT A2 BB4. When you have major renovation or improvement work needing to be

done on your property (or properties) you own but don’t live in, how much do you do yourself and how much do you get people in to do it?



Mostly me/us but working with relevant architects, builders, and tradies

2

Half and half 3

Mostly architects, builders or tradies, but I/we do some 4

All external or handled by property agent/building manager, I/we

don’t do DIY

5


BB5. When you have more minor renovation or improvement work done, which doesn’t need an architect or master builder, how much do you do yourself and how much do you get people in to do it?



Mostly me/us but working with relevant tradies 2

Half and half 3

Mostly tradies, but I/we do some 4

All external or handled by property agent/building manager, I/we

don’t do DIY

5


BB6. In the past, when you have had major renovation or improvement work

done on the property (or properties) you own but don’t live in, who has been the main project manager?


I have been the project manager 1

My partner 2

Another family member, friend or neighbor 3

The architect or builder 4

The tradie for the main part of the work involved 5

Another tradie I know who is a good project manager 6

The property agent or building manager 7



73

BB7. Thinking about the renovation or improvement work you have had done on the property (or properties) you own but don’t live in the past 3 years, which

of these factors have been important in your decision to go ahead with the work?

PLEASE CLICK ON ALL THAT APPLY BB8. And which one factor has probably been the single most important factor

influencing your decision to go ahead with the work? PLEASE CLICK ON ONE ONLY


Increasing the value of the property for when I/we sell it (though not planning to sell it for a while)

1 1


2 2






7 7


8 8


Having top quality materials, finish or appliances so it’s long-lasting

10 10



Could afford to do it at this time 13 13

Knew a good builder or tradie who was available to do the work 14 14

The work desperately needing doing as it was pulling down the value of the property

15 15

The work desperately needed doing as we had high running costs and energy bills

16

16

The work desperately needed doing as it was looking awful and

I like my home to look nice

17

17

The work desperately needed doing as I like my home comforts 18 18





74

ASK ALL WHO OWN PROPERTY THEY DON’T LIVE IN – CODES 3-8 AT A2 BB9. Are you planning any major renovation or improvement work on the

property (or properties) you own but don’t live in, in the next 3 years?


Yes, definitely 5

Yes, probably 4

Might do 3

Probably not 2

Definitely not 1

Don’t know 99


75

IF YES AT BB9 (CODES 4 OR 5) BB10. Which of these factors will be important in your decision to go ahead with

the work? PLEASE CLICK ON ALL THAT APPLY

BB11. And which one factor will probably be the single most important factor influencing your decision to go ahead with the work?





1 1


2 2






7 7


8 8



lasting

10 10



Can afford to do it at this time/had some money/was left some money

13

13

Know a good builder or tradie who is available to do the work 14 14

The work desperately needs doing as it is pulling down the value of the property

15 15

The work desperately needs doing as we have high running costs and energy bills

16

16

The work desperately needs doing as it is looking awful and I

like my home to look nice

17

17

The work desperately needs doing as I like my home comforts 18 18





76

IF NOT AT BB9 (CODES 1 OR 2) BB12. Why are you not planning any major renovation or improvement work on

the property (or properties) you own but don’t live in, in the next 3 years? PLEASE CLICK ON ALL THAT APPLY

RANDOMISE ORDER M/R

Doesn’t need it 1

Can’t afford it 2

Don’t think I’ll get a decent return on the investment 3

Probably going to sell it anyway 4

Probably going to rent it out 5

Can’t get the right people to do it/no quality workmanship 6

Too time-consuming to plan and manage 7

Bad past experiences with renovation work 8

Property already has top quality throughout 9

Property already is energy efficient and has low running costs 10

Property already meets the highest environmental standards 11

Might need some work but like it as it is 12

Don’t know enough about what can be done to improve it 12

Probably going to move in and will renovate it then 13


Don’t know 99


77

Section C – Buying a Property

ALL TO ANSWER C1. Is the property you are living in now the first home you have owned or

not? PLEASE CLICK ON ONE ONLY


Yes, this is the first home I’ve owned 1

Owned 1 home before this 2

Owned 2 homes before this 3

Owned 3 or more homes before this 4

Can’t remember 99

C2. Including homes to live in, houses or apartments to rent, holiday lets,

investment properties, etc, how many properties in total have you owned in your lifetime? PLEASE CLICK ON ONE ONLY


Just one 1

2-3 2

4-5 3

6-10 4

More than 10 5

Can’t remember 99


78

C3. If you were buying a new home to live in, which of these factors would you take into account when considering potential properties to view?


C4. And which one factor would probably be the single most important factor influencing your decision on which properties to view? PLEASE CLICK ON ONE ONLY


A price we can easily afford 1 1

A price which stretches our budget to the limits but will be worth it in the end

2 2

A property that would have a good re-sale value 3 3

An area where property prices are likely to go up most 4 4

A property that would sell quickly when we want to sell it 5 5

The right location in terms of access to work, schools, leisure 6 6

Near to family or friends 7 7

A nice area to live in (eg clean and safe) 8 8

An area that people aspire to live in 9 9

A good view, eg of the ocean or green space 10 10

A local market with fresh fruit and vegetables 11 11

A comfortable home to live in 12 12

A property with low running costs 13 13

Has the highest environmental standards (a top ‘green rating’) 14 14

Access to renewable energy or green power sources 15 15

Has solar panels installed 16 16

Well insulated roof and walls 17 17

Has an efficient and effective heating/air conditioning system 18 18

Has rainwater tanks and a system for minimising use of water 19 19

Has double glazing or thermal-efficient windows 20 20

Functional to live in and easy to maintain 21 21

Top quality materials, finish or appliances so it’s long-lasting 22 22

Just feels like the right place 23 23

Doesn’t need any work doing to it 24 24

Needs work doing but can get it at a better price and do it up 25 25

Potential to renovate or extend and tailor to our needs 26 26

The size and layout of the property (including garden) 27 27

Where the sun is in relation to the property, and shade 28 28

Garage or somewhere to park the car 29 29



79

C5. If you were buying a new home to live in, which of these factors would you take into account when finally deciding which property to buy?


C6. And which one factor would probably be the single most important factor influencing your final decision on which property to buy to live in? PLEASE CLICK ON ONE ONLY




2 2






























80

C7. If you were buying a new home to rent out, which of these factors would you take into account when deciding which property to buy?


C8. And which one factor would probably be the single most important factor influencing your final decision on which property to buy for renting out? PLEASE CLICK ON ONE ONLY




2 2






























81

C9. When people are buying or selling properties, what information do you think the owner should have to make available to the potential buyer by law?


RANDOMISE ORDER M/R

If any work needs doing on the property 1

What work has been done on the property since they bought it 2

Any restrictions on use of the land around the property 3

Any problems they’ve had with the neighbours 4

How energy efficient the property is, in terms of an overall rating for

the property

5

A detailed energy efficiency assessment of the property 6

Whether the property has gas or access to gas 5

What the running costs are for lighting, heating, air-con, gas and water

6

What insulation, if any, is in the roof and walls 7

Whether the property has solar panels or the potential for solar panels

8

Whether the property has access to green power or renewable energy sources

9

Whether the property has rainwater tanks or water-efficient systems 10

What noise levels there are, eg from aircraft, cars 11

Any movement in the ground affecting the structure 12

Product guarantees or warranties on materials, systems and

appliances, eg aircon/heating, windows

13

What local schools, shops, and services are like 14

What price they bought the property for 15

Internet access and telecommunications in the area 16


Don’t know 99


82

C10. And what information would you voluntarily make available to someone wanting to buy your home if they asked, even if you didn’t have to by law?


RANDOMISE ORDER M/R

If any work needs doing on the property 1

What work has been done on the property since you bought it 2

Any restrictions on use of the land around the property 3

Any problems you’ve had with the neighbours 4

How energy efficient the property is, in terms of an overall rating for

the property

5

A detailed energy efficiency assessment of the property 6

Whether the property has gas or access to gas 5

What the running costs are for lighting, heating, aircon, gas and water

6

What insulation, if any, is in the roof and walls 7

Whether the property has solar panels or the potential for solar panels

8

Whether the property has access to green power or renewable energy sources

9

Whether the property has rainwater tanks or water-efficient systems 10

What noise levels there are, eg from aircraft, cars 11

Any movement in the ground affecting the structure 12

Product guarantees or warranties on materials, systems and

appliances, eg aircon/heating, windows

13

What local schools, shops, and services are like 14

What price they bought the property for 15

Internet access and telecommunications in the area 16


Don’t know 99


83

C11. If you were buying a new home to live in, who would you go to for information or advice when considering potential properties to view?


C12. And who would you rely on for information or advice when deciding which property to buy to live in? PLEASE CLICK ON ONE ONLY

RANDOMISE ORDER M/R M/R

Internet search/Google 1 1

Government website or app 2 2

Manufacturer/retailer website or app 3 3

Online customer review sites like WOMO, blogs or via other social media

4 4

Family, friends or neighbours 5 5

An architect or builder you know 6 6

A tradie (eg carpenter, electrician, plumber) you know 8 8

An energy efficiency adviser who could tell you about life long

running costs

10 10

A government helpline or government-accredited helpline 11 11

Speak to someone in my local DIY store or the place where I buy materials and fittings

12 12

Speak to someone in a household goods store I buy appliances 13 13

Magazines or articles in newspapers 14 14

Programs on TV 15 15

Consumer groups (eg CHOICE) 17 17

Energy companies (eg AGL) 18 18

Real estate/property agent/realestate.com or domain.com.au 19 19

Banks and home loan providers 20 20

Independent financial advisers and brokers 21 21

Building inspector/building inspector report 22 22


None of the above 99 99


84

C13. If you were buying a property to rent out, who would you go to for information or advice when considering potential properties to view?


C14. And who would you rely on for information or advice when deciding which property to buy to rent out? PLEASE CLICK ON ONE ONLY




Manufacturer/retailer website or app 3 3


4 4




An energy efficiency adviser who could tell you about life long

running costs

10 10



12 12













85

Section D – Energy Efficiency Initiatives

D1. Which of these potential barriers, if any, would stop you from making changes to your home to be more energy efficient?

PLEASE CLICK ON ALL THAT APPLY D2. And which one would probably be the single most important barrier?



Lack of knowledge about the best products or practices to

improve energy efficiency

1 1

Wouldn’t know where to start looking for the right information 2 2

No reliable government-accredited information 3 3

People trying to con us (eg energy companies, tradies looking for business)

4 4

Don’t know who to trust for advice or recommendations 5 5

Lack of confidence in the product claims 6 6

Lack of product options that are genuinely energy efficient 7 7

Environment-friendly products and systems are not the best

quality or longest-lasting

8 8

Environment-friendly products and systems are not the most

effective in terms of everyday performance

9 9

Cost of buying the products and appliances 10 10

Cost of installing new energy-efficient systems 11 11

Cost of getting advice 12 12

Don’t think it would increase the value of the property or help to sell it

13 13

Not convinced I would have lower energy bills anyway 14 14

Just don’t think the benefits make it worth the effort 15 15

There might be long-term benefits for the property but I might

have moved away then

16 16

Can’t get a government grant or subsidy for the initial outlay 17 17

Can’t get finance on favourable terms for the initial outlay 18 18

Would rather spend my time and money on something else 19 19

More concerned about home comforts than energy efficiency 20 20

Getting tradies to install or do the work needed 21 21

I don’t know anyone else who’s done it or doing it 22 22

Not convinced it would be safe, eg roof insulation 23 23


No barriers 99 99


86

D3. If there was a government-accredited scheme for giving each property an overall rating for its efficient running costs and environmental performance,

would you use it to check a property you were thinking of buying? PLEASE CLICK ON ONE ONLY

ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC OTHER/DK) S/R

Would use it even if it cost $250 because it would be worth knowing 4

Would use it but only if it didn’t cost me anything 3

I wouldn’t use it, but I think a lot of other people would 2

I don’t think many people would use it 1


Don’t know 99

D4. If there was this government-accredited scheme for giving each property an overall rating for its efficient running costs and environmental performance,

would you use it to check your own home right now? PLEASE CLICK ON ONE ONLY







Don’t know 99

D5. And would you use it to check your own home if you were putting it on

the market? PLEASE CLICK ON ONE ONLY







Don’t know 99


87

D6. For providing homeowners with an overall rating for the efficient running costs and environmental performance of properties they live in, buy or sell, what

do you think government should be doing? PLEASE CLICK ON ONE ONLY


Developing a rating scheme and providing ratings completely independent of the industry (eg builders, real estate agents)

1

Working in partnership with the industry to develop the scheme with government providing the ratings independent of industry

2

Working in partnership with the industry to develop a rating scheme and jointly providing the ratings

3

Finding a suitably-qualified organisation to provide a ratings scheme (eg the Green Building Council) and asking them to develop a

scheme to be approved by government

4

Asking the industry to develop and provide a suitable ratings scheme

with monitoring by government

5

Just leave homeowners and industry to do what they want to do,

government shouldn’t have a role

6


Don’t know 99


88

D7. Would you support or oppose the NSW Government introducing a law or regulation that meant all people selling a property had to get it rated for efficient

running costs and overall environmental performance? Please bear in mind that it could cost the seller around $200-$300.



Strongly support 5

Tend to support 4

Not bothered either way 3

Tend to oppose 2

Strongly oppose 1

Don’t know enough to be able to give a view 99

D8. Would you support or oppose the NSW Government introducing a law or

regulation that meant all people renting out a property had to get it rated for efficient running costs and overall environmental performance? Please bear in

mind that it could cost the landlord around $200-$300. PLEASE CLICK ON ONE ONLY


Strongly support 5

Tend to support 4

Not bothered either way 3

Tend to oppose 2

Strongly oppose 1

Don’t know enough to be able to give a view 99

D9. Have you had an energy efficiency assessment carried out on your home? PLEASE CLICK ON ONE ONLY


Yes, in the past 12 months 4

Yes, but not in the past 12 months 3

No, but know how to get one arranged if we need it 2

No, and don’t know how to get one arranged 1

Not sure 99


89

IF HAD AN ASSESSMENT – CODES 3 OR 4 AT D9 D10. Who did the assessment?



Government assessor direct from government 1

Government-accredited assessor sourced through government 2

Someone from my/an energy company 3

Specialist private energy consultant approached directly 4


Don’t know 99

D11. Did you pay for the assessment or was it free? PLEASE CLICK ON ONE ONLY

ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC OTHER/CR) S/R

Full fee paid 4

Part-paid/grant or subsidy available 3

Someone else paid (eg builder, tradie, property agent) 2

Free 1


Can’t remember 99

D12. How useful was the assessment in helping you understand and control your energy costs?


ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC NOT SURE) S/R

Very useful 4

Fairly useful 3

Not that useful 2

Not at all useful 1

Not sure 99


90

ALL TO ANSWER

D13. In the next 12 months, how likely are you to use an online energy efficiency tool where you can input the details of your home, rooms, appliances,

current energy costs, etc and get tips on things you can do to control your energy costs? PLEASE CLICK ON ONE ONLY


Definitely will 5

Probably will 4

Might do 3

Probably wouldn’t 2

Definitely wouldn’t 1

Not sure 99

D14. In the next 12 months, how likely are you to have an assessor come out

to your home, carry out a thorough energy efficiency assessment and give you tips on things you can do to control your energy costs? PLEASE CLICK ON ONE ONLY


Definitely will 5

Probably will 4

Might do 3



Not sure 99


91

D15. If you were wanting an energy efficiency assessment of your home and an action plan with steps you can take to control your energy costs, how much

would you expect to pay for that service? PLEASE CLICK ON ONE ONLY


Would expect to pay an independent qualified assessor more than $300 to do the job properly

6

Would expect to pay an independent qualified assessor $201-$300 5

Would expect to pay an independent qualified assessor $101-$200 4

Would expect to pay an independent qualified assessor up to $100 3

Should be provided free by the energy companies, no charge to

homeowners

2

Should be provided free by the government, no charge to

homeowners

1


Don’t know 99

D16. If you are renovating the home you live in and considering investing in

energy efficient appliances or systems for heating, lighting, air-con, etc, which of the following views do you tend to take?



If it costs a lot more but is good for the environment, I will consider

it

4

If it costs a bit more but is good for the environment, I will consider

it

3

I would only consider it if it doesn’t cost me any more 2

I would only consider it if it costs me less 1


Don’t know 99


92

D17. If you are renovating the home you live in and considering investing in energy efficient appliances or systems for heating, lighting, air-con, etc, which of

the following views do you tend to take? PLEASE CLICK ON ONE ONLY


If it costs a lot more upfront but there is a long-term saving, I will consider it

4

If it costs a bit more upfront but there is a long-term saving, I will consider it

3

I would only consider it if it doesn’t cost me more upfront 2

I would only consider it if it costs me less upfront 1


Don’t know 99

D18. If you are renovating the home you live in and considering investing in energy efficient appliances or systems, which of the following views do you tend to take?



I would consider something with an environmental benefit even if I didn’t get a financial return on my investment

6

As long as I get a financial return on my investment within 5 years, I will consider it

5

I would need a return on my investment within 3-4 years 4

I would need a return on my investment within 2 years 3

I would need a return on my investment within 12 months 2

I would need a cost saving immediately 1


Don’t know 99


93

Section E – Green Power/Renewables/Solar

E1. Does your home have solar panels, or the capability of having solar

panels? PLEASE CLICK ON ONE ONLY

ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (FOR CODES 1-4) S/R

Yes, it has solar panels 1

No, and it wouldn’t be possible to install them on this property 2

No, it would be possible but not easy to install them on this property 3

No, but it would be quite easy to install them 4

Don’t know if it has solar panels 5

Not sure what solar panels are 99


94

IF CODE 1 AT E1 E2. When you installed solar panels, which of these factors played a part in your

decision? PLEASE CLICK ON ALL THAT APPLY

E3. And which one was the single most important factor in making you decide to go ahead and install the solar panels?



Wanted to reduce the running costs of the home over the long-

term

1 1

Wanted to reduce the running costs of the home immediately 2 2

Had access to a grant or loan at favourable rates to install

them

3 3

Wanted to try them to see what difference it made to running

costs

4 4

Wanted to try them to see what they would look like on my

home

5 5

Wanted to benefit the environment or minimise harm to the

environment from burning fossil fuels

6 6

A friend or family member had them installed 7 7

A neighbour had them installed 8 8

Noticed more being installed in the local area 9 9

A builder or tradie said they could install them at a reasonable rate

10 10

Thought it would increase the value of the property 11 11

Thought it would be a selling point when trying to sell the property

12 12

Wanted to learn more about solar energy and other renewable sources

13 13



95

IF CODES 3-5 AT E1

E4. In the next 12 months, how likely are you to install solar panels for your home? PLEASE CLICK ON ONE ONLY


Definitely will 5

Probably will 4

Might do 3



Not sure 99

IF CODES 1-2 AT E4 E5. Why wouldn’t you install solar panels?

PLEASE CLICK ON ALL THAT APPLY BELOW

RANDOMISE ORDER M/R

Can’t afford the cost of installing them (at the moment) 1

Would rather spend my money on something else 2

Can’t get a government grant or subsidy to install them 3

Can’t get finance on favourable terms to install them 4

Risky/not established technology yet 5

Don’t think they are efficient in actually generating power 6

Don’t think they would actually reduce our energy bills 7

I’m not part of the ‘green brigade’ 8

They look ugly 9

I don’t know anyone else who’s got them 10

Been advised not to by a knowledgeable person I trust (eg architect, builder, tradie)

11

Don’t think it would increase the value of the property 12

Don’t think it would be a selling point when trying to sell the property

13

Don’t know enough about solar energy and other renewable sources 14

People trying to con us (eg energy companies, tradies looking for

business

15

Just don’t want to spend my time doing this when it’s not a priority 16


Not sure 99


96

IF CODES 3-5 AT E1 E6. If there was finance available at low or no interest for the cost of installing

solar panels, how likely are you to install solar panels for your home? PLEASE CLICK ON ONE ONLY


Definitely will 5

Probably will 4

Might do 3



Not sure 99

IF CODES 3-5 AT E1 E7. If there were government grants available covering all or most of the cost of installing solar panels, how likely are you to install solar panels for your

home? PLEASE CLICK ON ONE ONLY


Definitely will 5

Probably will 4

Might do 3



Not sure 99

ALL TO ANSWER

E8. As far as you are aware, how many properties in your area have solar panels? PLEASE CLICK ON ONE ONLY


All or most of them 5

Around half of them 4

Around a quarter of them 3

A few, not as many as a quarter 2

None or virtually none 1

Don’t know 99


97

E9. If you were considering getting solar panels or solar energy systems for your current home, where would you go to for information or advice?


E10. And if you were wanting to know more about solar panels or solar energy systems when buying a new home where there was more scope to use solar, where would you go to for information or advice?





Manufacturer or retailer website or app 3 3


4 4





10 10



12 12













98

ALL TO ANSWER E11. How much do you know about GreenPower?



I fully understand what GreenPower is and can explain it clearly in

my own words (without having to look it up on the internet)

5

I have a pretty good idea what GreenPower is and could explain it in my own words (without having to look it up on the internet)

4

I think I know what GreenPower is but I would probably have to look it up on the internet or in a leaflet to be able to explain it

3

I’ve heard the term ‘GreenPower’ but I don’t really know what it is 2

I’ve never heard the term ‘GreenPower’ 1


IF CODES 3-5 AT E11

E12. Please write in your own words in the text box below what you know (or think) GreenPower is?


99

ALL TO ANSWER E13. How much do you know about renewable energy sources available right

now in Australia? PLEASE CLICK ON ONE ONLY


I am fully aware what renewable energy sources are available in Australia right now

5

I have a pretty good idea what renewable energy sources are available in Australia right now

4

I think I know what renewable energy sources are available in Australia right now but I’m not sure

3

I’ve heard the term ‘renewable energy sources’ but I don’t really know what they are

2

I’ve never heard the term ‘renewable energy sources’ 1


IF CODES 3-5 AT E13 E14. Please write in your own words in the text box below what you know (or

think) Australia’s renewable energy sources are?


100

Clarification: What we mean by ‘GreenPower’ and ‘renewable energy’

Just to make sure we are on the same wavelength, when we refer to

‘GreenPower’, what we are talking about is a Government-accredited scheme that enables your energy provider to purchase renewable energy on your behalf.

By ‘renewable energy’ we mean electricity generated from things like solar panels or wind power where energy comes from natural resources that are easily

replenished. Coal and gas are not ‘renewable’ because they are burned in the process of generating electricity and they are not easily replaced.

Obviously, using renewable energy sources like solar panels and wind power is good for the environment, and it will help to meet more and more of Australia’s

energy needs in the future, probably at lower prices as the technology and supply grows. However, at the moment it does cost more than power from non-

renewable sources like coal and gas.

Energy suppliers who sell GreenPower products buy electricity generated from

accredited renewable energy generators. When a homeowner chooses to buy GreenPower, they pay a premium on their electricity account to help invest in

renewable energy. Only those energy products that display the GreenPower ‘tick’ are Government-accredited renewable sources.

ALL TO ANSWER

E15. Have you taken the option of a GreenPower electricity account, and agreed to pay the premium to support the development of GreenPower in

Australia? PLEASE CLICK ON ONE ONLY


Yes, I/we have a GreenPower account 1

Switched to GreenPower but then switched back 2

Considered it but not switched to GreenPower 3

Never considered switching to GreenPower 4


Don’t know 99


101

IF CODE 1 AT E15 E16. When you switched to GreenPower, which of these factors played a part in

your decision? PLEASE CLICK ON ALL THAT APPLY

E17. And which one was the single most important factor in making you decide to go ahead and switch to GreenPower?



Felt that I/we would benefit in the long-run in securing

electricity supply

1 1

Felt that we would benefit in the long-run in lower energy bills 2 2

Wanted to benefit the environment or minimise harm to the

environment from burning fossil fuels

3 3

Wanted to learn more about renewable energy sources 4 4

A friend or family member mentioned it/encouraged us 5 5

A neighbour mentioned it/encouraged us 6 6

Noticed more people in our local community signing up for GreenPower

7 7

A builder or tradie we know mentioned it/encouraged us 8 8

Could easily afford so just did it 9 9


No barriers 99 99

IF CODE 2 AT E15 E18. Why did you switch to GreenPower and then, more importantly, why did

you switch back? PLEASE TYPE IN YOUR ANSWER IN YOUR OWN WORDS BELOW


102

IF CODES 2-4 AT E15 E19. In the next 12 months, how likely are you to switch to a GreenPower

account? PLEASE CLICK ON ONE ONLY


Definitely will 5

Probably will 4

Might do 3



Not sure 99

IF CODES 1-2 AT E19 E20. Why wouldn’t you switch to a GreenPower account?

PLEASE CLICK ON ALL THAT APPLY BELOW

RANDOMISE ORDER M/R

Can’t afford it 1

Would rather spend my money on something else 2

Can’t get a government grant or subsidy to switch 3

Can’t get finance on favourable terms to switch 4

Renewable energy schemes are risky/not established technology

yet/might threaten security of supply

5

Don’t think renewable energy is efficient in actually generating power

6

Don’t think they would actually reduce our energy bills 7

I’m not part of the ‘green brigade’ 8

Solar panels and wind turbines look ugly 9

I don’t know anyone else who’s buying GreenPower 10

Been advised not to by a knowledgeable person I trust (eg architect, builder, tradie)

11

Don’t think it would increase the value of the property or help sell it 12

Don’t know enough about renewable energy sources 13

People trying to con us (eg energy companies, tradies looking for

business

14

Just don’t want to spend my time doing this when it’s not a priority 15

It’s not easy to switch (eg paperwork, setting up new payment) 16

Don’t see the benefits to switching 17


Not sure 99


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ALL TO ANSWER E21. What price premium, if any, would you expect to pay for GreenPower on

top of the ‘normal’ electricity bill (‘normal’ being the bill when not making a specific contribution to the development of renewable energy sources)? PLEASE CLICK ON ONE ONLY


25% higher than the ‘normal’ electricity bill 7





Same as the ‘normal’ electricity bill 2

Less than the ‘normal’ electricity bill 1


Don’t know 99

E22. And at what price would you consider ‘GreenPower’ to be so expensive that

you would not consider buying it? PLEASE CLICK ON ONE ONLY







Same as the ‘normal’ electricity bill 2

Less than the ‘normal’ electricity bill 1


Don’t know 99


104

ALL TO ANSWER E23. What is your ‘normal’ electricity bill approximately each quarter?


ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC NO IDEA) S/R

Up to $250 1

$251-$500 2

$501-$1000 3

$1501-$2000 4

More than $2000 5

No idea 99

E24. And what would your best estimate be of the number of households in your area that have a GreenPower electricity account? PLEASE CLICK ON ONE ONLY

ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC NO IDEA) S/R

All or most of them 5

Around half of them 4

Around a quarter of them 3

A few, not as many as a quarter 2

None or virtually none 1

No idea 99


105

E25. If you were considering getting a GreenPower electricity account where would you go to for information or advice?


RANDOMISE ORDER M/R





4


An architect or builder you know 6

A tradie (eg carpenter, electrician, plumber) you know 8


10

A government helpline or government-accredited helpline 11


12

Speak to someone in a household goods store I buy appliances 13

Magazines or articles in newspapers 14

Programs on TV 15




Banks and home loan providers 20

Independent financial advisers and brokers 21



None of the above 99


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Section G – Choice Model

ALL RESPONDENTS TO ANSWER FOR 10 RANDOMISED SCENARIOS

Would these sources help you to make fully informed, confident choices about home renovations or products for your home?


107

Section Z – Demographics/Household Classification

ASK ALL TO ANSWER

Finally a few questions about you to make sure we’ve got a good mix of people in our survey

Z1. What is your occupation and position?

ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC OTHER/PNTS) S/R

Looking after the home full-time 1

Manager or administrative 2

Professional (e.g. doctor, architect, solicitor etc) 3

Para-professional (e.g. police, nurse, technician) 4

Tradesperson (e.g. plumber, carpenter, electrician) 5

Clerical/secretarial 6

Sales rep/store salesperson/personal services (e.g. waiter) 7

Machine operator/driver 8

Labourer/storeperson/unskilled 9

Small business owner/partner 10

Unemployed and seeking work 11

Unable to work due to illness or disability 12

Retired 13

Student 14

Other (please specify) 98

Prefer not to say 99

Z2. What is the highest level of education you have completed?


No formal schooling 1

Primary school 2

Some secondary school 3

Completed secondary school 4

Trade or technical qualification 5

University diploma or degree 6

Postgraduate study/qualification 7




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Z3. What is your relationship status? ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC OTHER/PNTS) S/R

Married/long term partner 1

Divorced/separated 2

Widowed 3

Single 4



Z4. Which of these best describes your household?

ROTATE ORDER – TOP TO BOTTOM, BOTTOM TO TOP (EXC OTHER/PNTS) 1. S/R

Single under 30 years 1

Single 30 years and over 2

Share accommodation 3

Couple without children 4

Family with most children under 16 years 5

Family with most children 16 years and over 6




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Z5. What are the main languages spoken in your household?


English 1

Arabic 2

Armenian 3

Chinese (Cantonese) 4

Chinese (Mandarin) 5

Filipino/Tagolog 6

French 7

German 8

Greek 9

Hindi 10

Indonesian/Malay 11

Italian 12

Japanese 13

Korean 14

Portuguese 15

Spanish 16

Vietnamese 17

Other (please specify) 98



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Z6. And finally, we will want to re-contact some of those who have completed this survey to make sure we fully understand the results and to invite a small

number to take part in online discussion forums around the issues raised. Would you be ok with us re-contacting you if we need to?


Ok to re-contact me to clarify my answers or invite me to take part

in an online forum on home renovations, buying houses, energy efficiency, GreenPower, etc

1

Ok to re-contact me to clarify my answers but don’t want to be invited to take part in any online forums on home renovations,

buying houses, energy efficiency, GreenPower, etc

2

Don’t want to be re-contacted 3

Thank you very much for your time today.

Please click ‘submit’ to send your responses to us (and if recruited from a


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10. Appendix B: Discussion Guide


112

J1997 – NSW Office of Environment & Heritage

Sustainable Households Project

Focus Groups Discussion Guide – 2 hours duration

Th is research wi l l be used to:

• inform the des ign of household programs funded under the NSW Energy Ef f i c iency

Act ion Plan and Ren ewable En ergy Act ion P lan

• imp rove ex ist ing OEH susta inab i l i ty programs and too ls for households

• scope n ew su sta inab i l i ty programs for households.

There are four main areas:

(1 ) Energy E f f i c ien cy Act ion Plan i s to p lace downward pressure on electr ic ity b i l l s by ass i st ing househ olds to redu ce their energy use.

(2 ) The REAP Goa l 2 i s to b ui ld community support in NSW for renewable energy (3) Voluntary d isc losure o f en ergy ef f ic iency o f the home (when sel l ing) (4 ) Exploratory scoping research to inform the des ign of new sustainabi l i ty programs

for household s su ch as for th e Smarter Cho ice program:

Materials required (so need to take):

Cards, pens and paper

Group spec and venue details

Thank you payments

Laptop (with access to NABERS Home Explorer Tool)

1. Introduction and warm up (10-15 mins)

Introduce instinct and reason - independent research company

Explain how a focus group works – discussion NOT an interview!

No right or wrong answers, just honest opinions

Everyone to have a say

The session is being audio/ video recorded – research purposes only

Client watching behind mirror [Sydney groups]

Confidentiality of research process/reporting

Mobile phones switch off reminder Participant introductions

- Name, age, life-stage

- What kind of home live in and who with?

- Own or rent? Own one or more properties (to live in or rent)

- Length of residence. When last bought or sold a property


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2. Renovating your home (25 mins)

Have you renovated your home recently or are you planning to?

IF RENOVATED

What was the scope and nature of the renovation?

[Briefly walk us through your renovation, starting from what led to the decision to renovate and

the stages you went through]

What aspects were most important to you when planning out your renovation?

How about:

o Cost of the work

o Quality of the work

o Who carried out the work (architects, builders, tradespeople)

o Impact on your comfort and how the property looked

o Functional and emotional benefits for the family

o Impact on running costs/energy efficiency

o Impact on value of the property

o Selection of (sustainable) materials

o Selection of (energy eficient) appliances

o Environmental/sustainability considerations

[NOTE: It is important to learn about the decision making process and how pertinant

sustainability practices and energy efficiency are]

Where, if at all, did sustainable practices and energy efficiency come up in this process

(determine triggers)?

What were the barriers to sustainable practices and making the home more energy efficient

as a result of the renovation?

IF PLANNING TO RENOVATE?

[Repeat above questions for renovation plans]


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3. Check on terminology (10 mins)

[This might have already come up but need to check on understanding of and common use of the

relevant language]

What think of when hear or see:

o “energy efficiency”

o “renewable energy”

o “green power”

o “sustainability”

o “environmentally-friendly”

How often do you see or hear these words or phrases?

What do the words or phrases mean these days?

[Spend a couple of minutes writing down what these words or phrases mean to you and how

much you feel you are energy efficient” or have a “sustainable” home and lifestyle. Then we’ll

discuss. Probe on food, garden waste, household appliances, clothing/ furniture, other goods and

services, home building/renovation]

How important is sustainability to you and what aspects are most important?

And how about energy efficiency?

How has this changed from the past few years?

4. Home Energy Efficiency (20 mins)

What are the benefits of having a energy efficient home?

What are the key aspects of what you would regard as an energy efficient home?

If you were buying a new home, how important would its energy efficiency be in your

decision to buy?

What information on energy efficiency should be publicly available when buying or selling a

house?

If you were selling your home, how much would you highlight its energy efficiency?

How energy efficient would you say your home is?

What steps have you taken, if any, to have an energy efficient home?

What steps are you taking, if any, to make your home more energy efficient?

What is stopping you from taking steps to make your home more energy efficient?

[IF TIME: Now a bit of an exercise, Lets list all the ways you can make your home more energy

efficient:Which would you ever consider/ not consider. NOTE: Probe on what would be considered

and what not considered and the reasons why not]

Have you ever had an energy assessment on your home?

How appealing/how necessary is this? How would you see this benefitting you? How would

you use this information?

What particular items of information you would want (e.g. compare against other

households?)


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5. Green energy or green power (15 mins)

[Explore specific knowledge, interest and consideration in green energy and solar energy]

What does “Green Energy” or “Green Power” mean?

Have you ever switched to or considered using Green Power?

[If yes], how have you found that experience?

What motivated you to try it? What are the costs and benefits?

[If no] What would make you consider it? What would put you off?

Is it something you would consider in your current property or another property?

What return would you need?

Is it something you would look for when buying a new home?

Have you ever put in solar panels or any other form of renewable energy system?

Have you ever considered it? What led you to have a think about it?

What stopped you going ahead with it? [Probe for financial limitations, if not raised]

If the barriers you mentioned were no longer barriers would you consider it again in the

future?

Is there any kind of information that would help make the decision to go ahead with green

power or solar panels easier?

6. Consumer product choices and household appliances (15 mins)

[Shift emphasis to day to choice about products]

[Let’s run around the room and briefly recap on the products we’ve bought over the last year or so in

the home that use energy, water or produce waste. It might include food, electronic goods,

clothing/furniture, other goods and services]

What have you bought and what role did factors like energy efficiency and the environment

have on your choice, if any

How interested are you in trying to make more sustainable choices when purchasing goods

and services?

What would make it easier or motivate you? What puts you off?

[What about]

o A program where reward points are accumulated for good ‘sustainability actions’

(recycling, sustainable transport, sustainable purchasing, housing improvements),

points can be redeemed to save money on purchases in participating stores in the

local area.


116

o Local Exchange Trading Schemes (LETS) A LETS is a virtual currency to enable

members to exchange goods and services without using cash, using local credits

instead.

o Time Banks: A time bank is a volunteering exchange, with a central broker to

coordinate members’ activities. Everyone’s time is worth the same – one-time credit

per hour – regardless of the service provided.

o Participants earn credits by helping others, and spend credits receiving help

themselves.

7. Sources of information about all these issues (10-15 mins: CHECK TIME LEFT)

[Let’s just finish off talking about where you get the kind of information you need about energy,

water, waste, energy efficiency and sustainability]

Where have you found information about renovating, energy efficiency and sustainability?

Where would you go if you were looking for this kind of information?

Who do you/would you go to for advice on renovating, energy efficiency and sustainability?

[Probe on what’s good about each source]

What kinds of online tools or information should be available to help you make better and

more informed energy efficiency and renewable energy choices throughout the life cycle

(building, point of sale/lease, occupation, renovation and selling/leasing) of the home?

Explore the NABERS Home Explorer Tool [provide tool link to the participants]. Is this kind of

tool helpful to identify energy efficiency opportunities in their home? Is it credible? Easy to

use and understand? Does it have any new news? What could you do after using this tool kit?

Is there anything else that you might need?

How could it work better?

8. Final thoughts and wrap up (10 mins)

Any final thoughts on anything we have been discussing this evening?

Conclusions?

Messages to take back to the project team?

Give out thank you payments

Thank and close

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