Extending the theory of planned behavior: Factors influencing private homeowners’ decisions to install bio-based insulation in Germany

Thanks to their environmentally friendly properties, bio-based insulation materials can positively contribute to reducing CO₂ emissions. Despite this, private homeowners often opt for conventional alternatives, which is reflected in the low market share of bio-based insulation materials, e.g., in Germany. To analyze the factors influencing the installation of bio-based insulation materials by private homeowners, this paper uses an expanded version of the Theory of Planned Behavior (TPB). A total of 1194 private homeowners in Germany who have already realized or planned insulation activities were surveyed via an online panel. The findings indicate that Perceived Environmental Knowledge and Environmental Concern are significant predictors for Subjective Norm, Attitude, and Perceived Behavioral Control, which in turn have a significant positive influence on Intention. In addition, the Perceived Effectiveness of Support Programs is identified as having a significant but negative influence on Intention. The behavior of installing bio-based insulation materials is positively influenced by both Intention and Perceived Behavioral Control. The results support policymakers and marketers in developing marketing and education campaigns and feed into approaches for promotion measures for bio-based insulation materials.

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