Immediate energy-saving responses of EU households to the 2022 Russian invasion of Ukraine: a cluster analysis

This article examines the immediate energy-saving strategies declared by EU households in response to the 2022 Russian invasion of Ukraine, which exposed the Union’s reliance on Russian fossil fuels. Drawing on data from Flash Eurobarometer 506 (April 2022), the study applies principal component analysis and k-means clustering to identify coherent behavioural patterns. Three segments are distinguished: engaged (broad action takers), selective (focused on low-cost behavioural changes), and unwilling (low or no declared engagement). While most respondents expressed a willingness to act, only a minority reported strategies that spanned both behavioural and investment domains. Cross-country variation was more pronounced than socio-demographic differences, highlighting the role of national context, geopolitical awareness, and perceived urgency. The findings contribute to the understanding of household behaviour under acute external shocks and demonstrate the value of strategy-based segmentation. Policy implications include designing targeted interventions aligned with behavioural patterns, rather than relying solely on socio-demographic profiling.