Household Participation in Serbia’s Energy Transition: Status and Outlook

This study examines households’ willingness to participate in the energy transition, with a particular focus on their readiness to invest in energy efficiency measures and modern heating technologies. The research is based on an empirical survey conducted on a representative sample of 1033 households. The Theory of Planned Behavior (TPB) was used primarily as a conceptual and operational framework for organizing survey questions into three theoretically meaningful groups: attitudes, subjective norms, and perceived behavioral control. These determinants were analyzed as precursors of behavioral intention, which is represented by the households’ willingness to invest. The results show that around 30% of households expressed willingness to invest, while the majority were unwilling. The relationships between TPB-related determinants and behavioral intention were examined using chi-square tests, p-values, and Cramer’s V as a measure of association strength. Among the analyzed determinants, attitude-related indicators—willingness to install rooftop solar panels and readiness to accept a reduction in living standards for environmental protection—showed somewhat stronger associations with behavioral intention. Indicators related to subjective norms were statistically significant but weakly associated with behavioral intention. Within perceived behavioral control, only previous investments in building energy retrofits were statistically significant.