Make it easy: Addressing sludge and procrastination in energy renovation decisions

Energy efficient renovation (EER) in the residential sector is essential for meeting climate targets. Yet even homeowners who have already invested time and effort in an energy consultation often procrastinate just before making the final decision. We test behavioral interventions aiming to close that gap by means of field experiments with Danish homeowners in the final stage of real renovation decisions. The tested two interventions: informational nudges and modifications to choice architecture during consultations with EER contractors—a rarely studied but behaviorally critical point in the decision process—using a before–after design. Behavioral effects were assessed by comparing sales conversion rates and perceptual effects via surveys. We found that the interventions produced modest perceptual shifts, reweighting the influence of certain beliefs (e.g., about benefits and reliability) on adoption decisions, but they did not generate significant improvements in sales conversion rates. Informational nudges and simplifying documents helped to focus perceptions but seem insufficient to generate higher acceptance of EER offers. Nudging is secondary to structural, economic, and policy factors for shaping EER adoption . Hence, while informational nudges can support decision confidence and reduce frictions in late-stage processes, they need to be embedded in a broader supportive economic and institutional framework. • Field experiments testing nudges in late-stage energy renovation decisions. • Nudges modestly shifted the weight of EER benefit and reliability beliefs. • Improvements in sales conversion rates for EER were not significant. • Nudges can shape perceptions but are insufficient for final EER adoption. • Policy: nudges should be combined with EER subsidies or structural support.