Public acceptance of household energy-saving measures in Beijing: Heterogeneous preferences and policy implications

Residents have different acceptance levels of household energy-saving measures and heterogeneous preferences for energy-saving attributes. Using questionnaire method, this paper studies the residents' acceptance of and preferences for 24 energy-saving measures in Beijing, China. Conjoint and variance analysis are used to examine preferences for attribute levels of energy-saving measures and the heterogeneity in preferences, respectively. The results show that energy-saving measures are relatively highly acceptable overall, while technical energy-saving measures are almost the least acceptable. The energy-saving domain (home versus transport) is the most important attribute that determines the acceptance level. Home and behavioral energy-saving measures are preferred to transport and technical energy-saving measures, respectively. For households living within the fourth Ring Road in Beijing and for people with high environmental concern, their average acceptance levels of energy-saving measures are 65% and 80% higher than those of their counterparts, respectively. Home energy-saving measures are more favored by households without elders over 60 years old, individuals with low educational level, and residents with low environmental concern, compared with their counterparts. Currently, effective policy tools targeting at behavioral energy conservation are scarce. Publicity about energy-saving measures contributes to improving residents' familiarity with these measures and environmental concern. Customized incentive policies are needed.