Exploring the perceived image of Energy Efficiency Measures in residential buildings: Evidence from Apulia, Italy

During the last decades, governments and companies have developed a wide range of strategies aimed at fostering the diffusion of Energy Efficiency Measures (EEMs)-i.e., the set of innovative materials and construction methods able to provide the same level of service by using less energy. In this regard, examining the ways in which households perceive EEMs, particularly their attributes and the related dimensions, could be particularly useful to promoting such technologies. By adopting a structural equation modeling approach, this study analyzes the perceived image of EEMs in Apulia (Italy), a region in which the adoption of eco-friendly practices, such as the installation of energy-efficient technologies, is inadequately diffused. Results reveal that the EEMs' latent dimensions (i.e., performance and sustainability) have a significant impact on household adoption intention. Furthermore, among socio-demographic variables, household age moderates such an impact. The paper discusses some practical insights for persuasive communication and policy implications for sustainable development strategies.