What are the Policy Drivers to Undertake Green Retrofitting Investments? The Role of Tax Incentives and Communication in Italian Households’ Decision-Making

This paper explores households’ decision-making process to undertake green retrofitting investments, with the aim to identify the key behavioural drivers to adoption. We developed a discrete choice experiment survey and collected data from a sample of 434 individuals to explore the influence of monetary and non-monetary incentives on energy saving investment choices, focusing on the case of Italy, where a tax relief scheme (the so-called Superbonus) was introduced in 2020 to encourage green retrofitting investments. Our results show that the level of savings on energy bills, the environmental sustainability of the intervention and the comfort achieved all similarly contribute to adopt energy saving measures. Tax incentives, differently, were found to be less important drivers, except for those respondents who have a high level of green retrofitting cognition, suggesting a pivotal role of education and knowledge in driving choices. Our findings also indicate that communication matters: we show that green retrofitting decisions are influenced by the non-technical communication of the environmental benefits, while the use of technical expressions is found to be ineffective. These results are relevant to guide more efficient policy design and point to the need to combine targeted tax interventions with communication to encourage the uptake of energy saving measures.