The effect of seeing and being seen on household energy efficiency investment: the cases of solar panels and high-efficiency glass

Background

The visibility of energy efficiency behavior allows the person who observes the behavior (observer) to be influenced by what they see while allowing the person being observed (actor) to signal their status or identity. However, other motives have not been studied in relation to the visibility of energy efficiency behavior, such as following norms. Furthermore, the relationship between the perceptions of observers and actors of energy efficiency behavior is unclear. The aim of this study is to establish a relationship between the perspectives of the observer and the actor, in relation to the visibility of energy efficiency measures. Specifically, the observer’s and actor’s perception of three motives was assessed: namely, the signaling status, signaling environmental identity, and adherence to norms. Other potential motives were also considered. Via semistructured interviews, participants were asked what they have observed regarding solar panels on other people’s houses and how they would feel about being seen (or not seen) were they to have solar panels and high-efficiency glass windows.

Results

The results show that people do not pay attention to whether a person is following norms but that they themselves would like to be seen as normal. When observing visible energy efficiency behavior, the observer tends to believe that the actor has high-level financial status and is intelligent, well educated, and an environmentalist. These characteristics have generally been perceived as being positive. However, people are against the idea that they may signal their environmental identity or status by making their energy efficiency measures visible. In contrast to the topic of signaling status and environmental identity, participants are comfortable discussing the esthetic appeal of energy efficiency measures, both as observers and as actors.

Conclusions

This study reveals differences in attitudes between observers and actors concerning signaling status and identity through visible energy efficiency behavior. An improved alignment or understanding of such attitudes could lead to people making their behaviors more visible. Norm-following and esthetics are found to affect behavior when it is visible, which implies that increasing the visibility of behavior by one person can lead to other people following suit. Finally, discussions on and improvements in the esthetic appeal of energy efficiency measures can foster interest and increase the adoption of such measures.