Supervisors: John Thøgersen & Per Telling (Jydsk Tagteknik)
Discussants: Darius Frank & Anne Peschel

Abstract
This Industrial PhD dissertation investigates a critical puzzle in Denmark’s green transition: why do so many homeowners – despite strong motivation and access to expert advice – fail to follow through on energy renovation?

With private homes accounting for a significant share of national emissions, increasing energy efficiency in the residential sector is essential for meeting climate targets. Yet, even with financial incentives and long-term benefits in place, many homeowners delay or abandon renovation plans. Surprisingly, this includes those who have already taken the first steps – investing time and effort in an energy consultation – only to procrastinate just before making a final decision.

These “stuck” decision-makers are at the heart of this research. They represent a hidden but high-potential group: people who want to energy renovate, know how to do it, and still don’t. By understanding their behavior, we can unlock new ways to accelerate energy efficiency uptake and move closer to Denmark’s climate goals.

Based on in-depth collaboration with one of Denmark’s largest energy renovation firms, the study dives into real-life decision-making processes. Focus is placed on the critical moment where homeowners meet with energy advisors, receive tailored recommendations, and are presented with a concrete renovation offer.

Through a mixed-methods approach combining qualitative interviews with survey and experiment data the study advances stage-based decision-making research by mapping how motivations and barriers evolve, and lingers, across the renovation journey (Mogensen & Gram-Hanssen, 2023; Mogensen & Thøgersen, 2024).

An in-depth look at the consultation and offer stage reveals how prior intentions often clash with real-world complexity – where interpersonal dynamics, unclear choices, offer design, and even the delivery of information become pivotal to the final decision.

The key takeaway is that energy renovation decisions are driven by far more than rational cost-benefit logic. They are shaped by a layered mix of psychological, social, and structural influences along with how choices and information are framed during consultations. Illuminating these underlying – and often hidden – drivers can foster smarter, more user-centered solutions that move homeowners from intention to action and help bring climate policy goals within reach.

Everyone is welcome!

References

Mogensen, D., & Gram-Hanssen, K. (2023). Why do people (not) energy renovate their homes? Insights from qualitative interviews with Danish homeowners. Energy Efficiency, 16(5), 40.

Mogensen, D., & Thøgersen, J. (2024). Stop procrastinating, start renovating! Exploring the decision-making process for household energy efficiency renovations. Energy Research & Social Science, 117, 103734.