Value propositions for Energy efficient Renovation Decisions Value propositions for Energy efficient Renovation Decisions

Norwich Business School (Dr G. Chryssochoidis) won together with the Tyndall Centre for Climate Change Research (Dr C. Wilson) a major research award from the UK Energy Research Centre (, coded "VERD". 'VERD' stands for Value propositions for Energy efficient Renovation Decisions. This is a research project investigating homeowners' decisions to renovate, with a particular emphasis on energy efficiency. Energy efficient renovations can lower energy bills, improve comfort by reducing drafts, and even increase a home's value. So why do homeowners prefer to spend their money on a new kitchen, redecorating, or a DIY project? There are many good reasons. Some homeowners may just not be aware of the potential for efficiency improvements. Others may be put off by the costs or the hassle. Efficiency is also largely invisible. Upgrading a boiler doesn't earn admiring approval from friends. Renovating for energy efficiency might improve domestic comfort and suggest thrift, but does it also evoke style or entertainment? Ultimately, homes say a lot about their occupants. People are different; so too are their homes. We wanted to understand the decisions homeowners make to renovate their homes. We're interested in energy efficiency, but in all other kinds of renovation too. Here are some of the questions we're trying to answer: Why do some homeowners renovate and others never do? What initiates or triggers their decisions? How do renovations relate to the routines and identities of a household? What value propositions are attractive to homeowners deciding on renovations? We hope our research will help government design policies to encourage energy saving, and businesses offer better services to homeowners.

The project has now finished and the results are available for download:

  • This report is a summary report of NBS' research findings and recommended actions for service providers and local authorities.
  • This document summarises all our main findings, based mainly on the national homeowner survey and choice experiments we conducted in autumn 2012.
  • This document is a talk by George Chryssochoidis from summer 2013 that sets out some of our findings on attractive value propositions for renovating homeowners.
  • This document is an interim report with a summary of our initial findings as of winter 2013.
  • This document is a detailed consultation report in which we set out our conceptual approach to understanding and modelling renovation decisions. This includes detailed 'mappings' of key variables at different stages of the renovation decision.
  • This document provides some background to the VERD project, and opportunities for interested stakeholders to get involved. Click here to download.