Widespread use of energy efficiency homes that use advanced technologies is a goal of Japan's energy policy as well as its science and technology policy. Many previous studies verifying the consumers’ acceptability of new technologies have adopted social-psychosocial approaches.
In this study, using social-psychosocial factors, we developed a hypothesis about consumer behavior regarding the choice of energy efficiency homes and satisfaction with them. We hypothesize that a consumer’s decision to choose an energy efficiency home is influenced by their environmental perceptions and evaluation of energy efficiency homes, and that they derive satisfaction from energy efficiency homes once they are familiar with new advanced technologies and focus more on their neighbors and health maintenance. We conducted a web-based questionnaire survey and – using the data –evaluated the effect of each social factor. Our hypothesis holds for residents of energy efficiency condominium buildings in a favorable surrounding environment. Residents of such condominiums who are familiar with the functions of the advanced systems and devices in their homes significantly demonstrate a higher probability of being satisfied with their homes. Therefore, a marketing strategy that directs consumer attention to advanced systems and devices in energy efficiency homes may be effective.