Developing a Typology Based on Energy Practices and Environmental Attitudes

The European Union is increasingly directing efforts and resources toward promoting the adoption of energy saving measures among citizens, but the effectiveness of these efforts cannot be ensured if the heterogeneity of citizens is neglected. This paper assesses whether Greek citizens present heterogeneity in terms of their energy behavior and investigates whether they can be classified based on the practices they apply to reduce energy costs and their environmental attitudes. To that end, the study collected a representative citizen sample, and k-means cluster analysis was performed. Results indicated significant heterogeneity and four clusters were identified: ‘Extreme heat savers and pro-environmental food consumers’ saved on heating but neglected practices regarding lighting, hot water use, and transport; ‘Heat savers and environmentally unaware’ applied energy saving measures only to lower heating costs; ‘Environmentally aware energy savers’ were the most engaged segment in the application of energy saving measures driven by pro-environmental attitudes; and ‘Mindful resources and transport users’ did not apply any measures for heating despite having positive attitudes in terms of electricity, water and transport use. Therefore, it is necessary to train citizens on pro-environmental practices, and in doing so, the recorded heterogeneity can guide the design of differentiated and effective approaches.