Towards a typology of residential energy consumers: Social context and awareness as predictors of energy-efficient household behaviors in the United States

Residential or household energy use in heating, cooling, and lighting must become more efficient to advance residential decarbonization and meet 2050 global climate targets. This study presents a typology of social impacts and behaviors, emphasizing normative community roles in decarbonization of residential buildings. We examine efficiency-related behaviors in the private sphere including lighting, air-conditioning use, and building upgrades using a nationally representative United States dataset (n = 1002). We analyze social encouragement from friends, family, and workplace. OLS analyses show that these social normative pressures significantly predict ongoing energy-efficiency behaviors, including both developing behaviors (i.e. managing air conditioning, β = 0.220, p < .001) and habitual behaviors (i.e. turning off lights, β = 0.163, p < .001). Logit models further indicate that social influence significantly increases the likelihood of one-off efficiency upgrades in the home (b = 0.336, p < .001). Results additionally distinguish three behavioral profiles characterized by differing levels of awareness of emissions and energy issues and varying degrees of peer influence. Across profiles, contextual factors such as awareness and social encouragement outweigh demographic predictors and independently shape efficiency behaviors. These findings substantiate the importance of social context in household energy management. We conclude with policy recommendations.