California Latino Households and Energy Efficiency Upgrades - Research Findings and Program Recommendations

Latinos represent 39 percent of California’s population, but for several reasons, evidence suggests that Latino households often participate less in mainstream energy efficiency programs. This three-year study investigates how social, cultural, and behavioral factors affect the adoption of energy efficiency measures, services and practices among Latino households. In particular, it explores the views and behaviors of Latino single-family homeowners in Fresno and San Diego Counties to understand:
• What they think, feel and act regarding energy efficiency upgrades, including their financing preferences and use of contractors.
• What marketing and educational strategies will engage them.
• What program design strategies will address their priorities and needs.
The study uses a mixed methods approach—including a literature review, focus groups, semistructured interviews, a survey of Latino and non-Latino households, online experiments, and field experiments—to inform the results. It translates this robust set of research findings into recommendations for program outreach, design and research to better serve this important and growing population.