Abstract
Existing buildings account for a considerable share of energy consumption, yet the renovation rate remains low, and there is currently no established market for deep energy renovations for housing. A better understanding of the innovation system is required to develop an energy renovation market. So far, few studies have examined the role of consumers and the socio-technical transition needed to accelerate the energy renovation market. This study explores the role of consumers in this transition, particularly focusing on homeowners in the pre-competitive market formation process. The aim is to learn how these actors can be activated to achieve a broader implementation of deep-energy renovation projects. The market development was analysed using the Technological Innovation System framework. This paper is based on the OPPTRE 1 research project, which has developed new tools and concepts for nZEB (nearly Zero Energy Building) upgrades of wooden detached houses. Through an architectural competition, six teams—comprising architects, energy advisors, and builders—proposed nZEB renovation measures for six typical Norwegian houses from the period 1950 to 1980. Detailed information about the innovation system of energy renovations was collected through 20 in-depth interviews with business actors, homeowners, and public stakeholders. We have found that homeowners play a vital role in advancing energy-efficient renovations but face hurdles such as limited awareness, high costs, and fragmented advisory services. Additionally, more holistic renovation concepts are needed to reduce the number of contacts and coordination for the homeowner. Collaborative efforts like OPPTRE’s architect-driven concepts offer promising solutions, addressing the needs of homeowners on less square meters while reducing costs and emissions.