Diffusion of Innovations: Empirically Grounded Theory-Enhancement

The project analyses and accelerates learning processes of individuals and organizations, which are necessary for the diffusion of energy efficient technologies in the building construction sector. By involving actors from the building construction sector, a simulation model for the case of Langenthal was constructed, which takes into account psychological, managerial and economic theories as well as empirical investigations about decision making. The project focuses on processes and relations between relevant actors and their effects on energy efficiency. A quantitative survey focused especially on the perspective of buy owners. It showed that the decision in favor of energy efficiency is - given the economic resources - mainly explained by context structures (availability of an architect with know-how on energy efficiency, and further information in the nick of time), and only in second place by the attitude.
Based on the system dynamic modeling three phases with their main mechanisms were identified which steer the demand for energy efficient designs and changes in the housing market as far as energy efficiency is concerned: 1. Perceived pressure as an impulse factor for adequate solutions, 2. Reinforcement of first market impulses by adjustment of context conditions, and 3. Mass market regulation by market dynamics.
The model allowed for policy analyses which show the effectiveness of different entrepreneurial strategies in different innovation regimes. Results are presented in a strategy matrix for private and public decision makers in the building construction sector. The matrix shows, how and under which conditions they can benefit economically with energy efficient building designs.
Recommended measures include on the one hand an intensive information management with four elements: 1. Marketing of energy efficiency by a neutral institution. 2. Expansion of energy consultancy to emphasize potentials in energy efficiency. 3. Mandatory continuous formation organized by the professional association of architects (SIA). 4. Communication strategy "long term added value" to market energy efficiency for both the supply and demand side. On the other hand, a "systemic stakeholder management" is recommended, which takes into account the crucial role of dynamic enterprises with large market shares. Well focused incentives are needed here, in order to accelerate the development of the mass market for energy efficient building designs.