Homeowners' Motivations to Invest in Energy-Efficient Technologies in Residential Buildings of Rural Midwest America

Energy-efficient technologies provide the means for improving energy performance and reducing the operating costs of buildings. In this study, energy-efficient technologies include smart thermostats, LED lighting, weatherization, and EnergyStar-rated appliances. While there is significant evidence regarding the benefits of energy-efficient technologies, not all homeowners decide to invest in such technologies. Motivations behind the adoption of energy-efficient technologies have been widely studied among homeowners, but previous research has primarily focused on urban and suburban areas. Limited literature exists on homeowners' motivations to invest in energy-efficient technologies in rural areas of the US. Rural housing is generally older and less energy-efficient. Generally, households have a lower average income. This suggests that while housing may be in greater need of efficiency upgrades, financing such upgrades may be less attainable for some households. This study adopted a qualitative approach in six rural communities in Iowa (Boone, Nevada, Pella, Solon, Swisher, and Williamsburg), focusing on owner-occupied homes, hereafter referred to as homeowners. The interviews included twenty-five (N = 25) small-town rural homeowners. Through narrative analysis, results show that the motivation to invest in energy-efficient technologies was primarily related to renovation factors, financial factors, and behavioral factors. The qualitative data obtained from the interviews provide a more detailed description of rural homeowners' motivation to invest in energy-efficient technologies, which can guide policymakers and designers in providing more accurate programs that consider rural homeowners' motivations.