An empirical analysis of the impact of energy literacy on individual purchase behavior of energy-efficient homes

Purpose Net Zero Energy House (ZEH) type energy-efficient houses with solar panels should be promoted to save energy. The purpose of this study is that individual energy literacy affects their purchasing behavior for ZEH and analyzed the effects. Design/methodology/approach The questionnaire about energy was conducted in February 2024 for 1,000 households in Japan. To analyze which types of energy literacy affected their behavior, it is classified into (1) general knowledge about energy, (2) knowledge about renewable energy, (3) knowledge about energy policies in place, (4) energy awareness, (5) behaviors for energy savings in daily life and (6) actions taken as energy saving measures. The impact of financial and investment literacy was also considered. A multinomial logit model is used since the explained variable consists of four alternatives. Findings The results indicated that respondents who have knowledge of renewable energy purchased ZEH energy-efficient homes. In general, individuals’ energy literacy contributes to the diffusion of energy-efficient homes. Financially literate individuals did not purchase ZEH energy-efficient homes. High investment literacy did not encourage people to purchase energy-efficient homes. Originality/value The majority of studies have used the stated preference method, using randomized controlled experiments and choice experiments. In addition, the majority of these studies have focused on the selection of energy-saving devices, such as water heaters and light-emmiting diode light bulbs. The study is based on a questionnaire survey that asks questions related to energy literacy and uses the revealed preference method to clarify whether individuals with high energy literacy actually purchased energy-efficient houses, especially ZEH-type ones.