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Person
Hartmut Holzmueller
Conference paper
Rational or emotional? Failing to attract home owners in Germany to conduct energy-efficient renovation measures from a marketing perspective
Purpose / Context – Energy efficiency measures/ private home-owners/ decision process Methodology / Approach –Explorative research/ qualitative interviews/ content analysis Results – Decisions towards energetic renovation measures can be characterized as a strategic consumer decision rather than the often assumed purely investment decision. Emotionally shaped...