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2025 Volume 7 Numbe 2 (June)
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Sus ainabili y o Regions
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EXPLORING RENEWABLE ENERGY FUTURE THROUGH HOUSEHOLD ENERGY BEHAVIOUR:
CASES OF LITHUANIA AND MOROCCO
*
Rasa Smaliukiene 1*, Joana Ka ina 2
1*,2Vilnius Gediminas Technical Uni e si y, Saule ekio 11, Vilnius, Li huania
2 Ins i u e o Compu e Science, Facul y o Ma hema ics and In o ma ics, Vilnius Uni e si y, Didlaukio S . 47, 08303 Vilnius,
Li huania
2 Facul y o Elec onics and In o ma ics, Vilniaus kolegija / Highe Educa ion Ins i u ion, J. Jasinskio s . 15, 01111 Vilnius,
Li huania
E-mails: 1* asa.smaliukiene@ ilnius ech.l ; (Co esponding au ho ); 2 joana.ka ina@ ilnius ech.l
Recei ed 18 Decembe 2024; accep ed 18 May 2025; published 30 June 2025
Abs ac . The s udy examines he ole o household ene gy beha iou in he ansi ion o enewable ene gy, ocusing on he compa a i e
cases o Li huania and Mo occo. In bo h coun ies, households accoun o app oxima ely 1/4 o o al ene gy consump ion, making hem a
key a ea o p omo ing ene gy e iciency and sus ainabili y. Li huania and Mo occo ha e di e en app oaches d i en by hei economic,
cul u al, and poli ical en i onmen s. In Li huania, household ene gy beha iou is in luenced by e o s o p omo e using mo e ene gy-
e icien appliances and enewable ene gy sou ces. Public policy and suppo a e ocused on building eno a ions, small-scale enewable
ene gy p oduc ion in households, and elec i ica ion o he anspo sec o , all o which a e suppo ed by public subsidies. Addi ionally,
in oducing ene gy-e iciency measu es aims o educe household ene gy consump ion u he . Mo occo, on he o he hand, emphasises
la ge-scale enewable ene gy p ojec s, such as he Noo Sola Complex, while a ge ing households wi h ene gy e iciency campaigns and
p o iding inancing mechanisms o make enewable ene gy echnologies mo e accessible, he eby encou aging a mo e passi e ole in
di ec ene gy gene a ion bu ac i e pa icipa ion in ene gy-sa ing p ac ices. The s udy uses a compa a i e case s udy app oach, d awing on
seconda y da a om sou ces such as he In e na ional Ene gy Agency (IEA) and na ional epo s. The main indings show he impo ance
o economic incen i es, public awa eness, and ailo ed policy in e en ions in shaping ene gy beha iou . Al hough he e is public suppo
o enewable ene gy in bo h coun ies, ba ie s such as inancial cos s and in o ma ion gaps emain. The s udy p o ides insigh in o ways
o in ol e households in he ene gy ansi ion, highligh ing he need o e ec i e communica ion and s a egic policies.
Keywo ds: household ene gy beha iou ; enewable ene gy ansi ion; Li huania, Mo occo; compa a i e case s udy
Re e ence o his pape should be made as ollows: Smaliukiene, R., Ka ina, J. 2025. Explo ing enewable ene gy u u e h ough
household ene gy beha iou : cases o Li huania and Mo occo. Insigh s in o Regional De elopmen , 7(2), 109-122.
h p://doi.o g/10.70132/z7463939983
JEL Classi ica ions: D12, Q41, Q 40, Q56
Addi ional disciplines: sociology; in o ma ion and communica ion
1. In oduc ion
*
The esea ch leading o hese esul s has ecei ed unding om he p ojec i led "Clus e o inno a i e ene gy" in he
ame o he p og am "HORIZON-MSCA-2022-SE-01" unde he G an ag eemen numbe 101129820
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Household ene gy consump ion cons i u es a signi ican po ion o global ene gy use, accoun ing o
app oxima ely 30% o o al ene gy consump ion. This makes i a c ucial ac o in shaping he u u e o enewable
ene gy. The ansi ion owa ds enewable ene gy depends no only on echnological ad ancemen s bu also on he
capaci y o socie ies o adop sus ainable ene gy p ac ices a he household le el. Households con ibu e o his
ansi ion by adop ing ene gy-e icien echnologies, gene a ing ene gy h ough home-based enewable sys ems,
and suppo ing b oade na ional ene gy policies aimed a sus ainabili y and esilience.
Howe e , how households use ene gy a ies signi ican ly be ween egions, in luenced by economic de elopmen ,
ene gy a ailabili y, and cul u al con ex s. Unde s anding hese di e ences is essen ial o designing e ec i e
s a egies o ene gy ansi ion. This s udy, he e o e, ocuses on a compa a i e analysis o household ene gy
beha iou in Li huania and Mo occo. Despi e hei geog aphic and economic di e ences, his compa ison is
pa icula ly aluable due o bo h coun ies' sha ed challenges in ansi ioning o sus ainable ene gy sou ces and
hei subs an ial in es men s in enewable ene gy. Mo occo's signi ican sola p ojec s, like he Noo Sola
Complex, and Li huania's balanced in es men s in sola , wind, and bio uels highligh di e en pa hways owa d a
common goal. Analysis o hese a ia ions p o ides new insigh s in o he po en ial ajec o ies o enewable
ene gy adop ion a he household le el.
Mo eo e , his compa ison gains u he ele ance when conside ing ha household ene gy consump ion in bo h
coun ies ep esen s a ound one- ou h o o al inal ene gy use. In 2023, households in Li huania used abou 25%
o he o al inal ene gy, p ima ily o hea ing, wi h addi ional consump ion o appliances and ligh ing (IEA,
2023 a,b). Simila ly, Mo occan households accoun o app oxima ely 25% o he coun y's inal ene gy
consump ion, including ene gy o hea ing, cooking and ligh ing (Ene da a, 2023). The igu es unde sco e he
impo ance o ocusing on ene gy e iciency and enewable ene gy solu ions in he esiden ial sec o s o bo h
coun ies o educe o e all consump ion and imp o e sus ainabili y.
The analysis o household beha iou in a bo de con ex is impo an as a signi ican con ibu ion o he ansi ion
o enewable ene gy and ene gy consump ion in gene al (T a ona iciene, 2024). Ene gy e iciency and locally
gene a ed enewable ene gy can add ess unce ain ies in ene gy supply, p ice ola ili y, and clima e a ge s.
Go e nmen s ha e esponded o hese challenges h ough a ious measu es, including a ge ed subsidies,
incen i es o enewable ins alla ions, and campaigns o educe ene gy demand. Acco ding o he IEA (2023 a),
changes in household ene gy beha iou can educe global ene gy demand by up o 18% by 2030, highligh ing he
subs an ial impac o consume p ac ices on o e all ene gy use (IEA, 2023 c,d). A he 8 h IEA Annual
Con e ence on Wo ld Ene gy E iciency, ene gy minis e s globally emphasised ha beha iou al changes,
alongside echnical e iciency, a e key o educing consump ion.
The p ima y objec i e o his s udy is o explo e he di e ences and simila i ies in household ene gy beha iou
be ween Li huania and Mo occo and o unde s and how hese beha iou s con ibu e o ene gy esilience and he
b oade ansi ion o enewable ene gy. The s udy aims o p o ide in o ma ion on he ole o household ene gy
p ac ices in suppo ing na ional ene gy goals and add essing global ene gy challenges.
The esea ch ques ion in his a icle is: How do household ene gy beha iou s in Li huania and Mo occo
con ibu e o ene gy esilience and he ansi ion owa ds enewable ene gy, and wha ac o s in luence hese
beha iou s in each coun y?
The s udy uses a compa a i e case s udy app oach o analyse he ene gy beha iou o Li huanian and Mo occan
households. This app oach explo es how households in each coun y con ibu e o he ansi ion o enewable
ene gy. Da a o he s udy we e collec ed om seconda y sou ces, including epo s om he In e na ional Ene gy
Agency (IEA), na ional ene gy s a egies, and household ene gy beha iou su eys. The analysis ocuses on he
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main ac o s in luencing household ene gy beha iou , such as economic condi ions, access o ene gy
echnologies, and policies o p omo e enewable ene gy. By compa ing hese da a, he s udy aims o iden i y
common challenges and oppo uni ies o s eng hen he sus ainable ene gy ansi ion in he esiden ial sec o s o
bo h coun ies.
2. Theo e ical backg ound
2.1. De ini ion o household ene gy beha iou
Household ene gy beha iou is he e m used o desc ibe people's choices abou using ene gy in hei homes.
Mode n app oaches ex end beyond jus sa ing ene gy, including decisions abou ene gy-e icien eno a ions
(Pelenu , 2018), ins alling ene gy-sa ing appliances, and in eg a ing enewable ene gy echnologies (Albe ini,
2018). Se e al ac o s, such as socioeconomic s a us, cul u al no ms, en i onmen al awa eness, and access o
ene gy-sa ing echnologies, in luence his beha iou . Key ac o s a ec ing ene gy beha iou include income
le el, ene gy p ices, household size, and he e iciency o appliances and buildings. Psychological and social
in luences, such as habi s, a i udes owa ds ene gy sa ings and social no ms, also play an essen ial ole. S udies
indica e ha educa ional campaigns and inancial incen i es can e ec i ely encou age household ene gy-sa ing
beha iou (Słupik, 2021; Bha a ai e al., 2024; Qiao & Lin, 2024). Howe e , he ene gy beha iou o households
is challenging o cha ac e ise due o he in e play be ween hese ac o s, which can a y conside ably be ween
egions and demog aphic a eas (Simionescu e al., 2020; T a ona ičienė, 2024).
The en i onmen al impac o household ene gy consump ion is conside able, as esiden ial ene gy use
signi ican ly con ibu es o global g eenhouse gas emissions. The e o e, p omo ing sus ainable household ene gy
beha iou is c ucial o achie ing en i onmen al sus ainabili y objec i es. Po en ial measu es and s a egies o
in luence he ene gy beha iou o households include imp o ing ene gy e iciency h ough e o i ing and
e u bishing buildings, p omo ing he usage o enewable ene gy echnologies, and implemen ing policies o
encou age beha iou al change owa d ene gy sa ings (Han e al., 2021). I is impo an o no e ha he
household's ene gy beha iou includes ene gy consump ion a home and ehicle owne ship. In egions wi h a
apid inc ease in he use o elec ic ehicles (EV), hese ha e educed he o e all ene gy consump ion o ca s, hus
con ibu ing o ca bon neu ali y (Yin, 2024). E iden ly, policies ha shape household ene gy beha iou
conside ably a ec ene gy consump ion. Policymake s and p ac i ione s can de elop mo e e ec i e in e en ions
o educe ene gy consump ion and mi iga e en i onmen al impac s by unde s anding he mo i a ions and ba ie s.
2.2. Fac o s a ec ing household ene gy beha iou
Va ious si ua ional ac o s and li es yle pa e ns shape household ene gy beha iou . The pe cei ed beha iou al
change a ies be ween indi iduals and con ex s, in luencing how people adop ene gy-sa ing beha iou s and
ac i ely pa icipa e in he ene gy ma ke . Si ua ional ac o s such as access o elec ici y, e icien ene gy sou ces,
and mode n household echnologies a e essen ial in de e mining household ene gy consump ion pa e ns (Kuhe &
Bisu, 2020). Li es yle also signi ican ly impac s ene gy use, wi h daily ou ines and ene gy-consuming appliances
being key conside a ions when analysing household ene gy beha iou . SCOPUS AI gene a ed Concep map,
gene a ed a e en e ing he ph ase “Renewable Ene gy Fu u e h ough Household Ene gy Beha io ", is p esen ed
below in Figu e 1.
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Figu e 1. SCOPUS AI gene a ed a Concep map a e en e ing he ph ase “Renewable Ene gy Fu u e h ough Household Ene gy
Beha io ."
Household beha iou g ea ly a ec s g eenhouse gas (GHG) emissions. Beha iou al changes, such as ene gy-
e icien eno a ions, ins alling ene gy-sa ing appliances, and using enewable ene gy echnologies, can
signi ican ly educe emissions (Balezen is e al., 2024).
Households' a i udes owa ds enewable echnologies and hei knowledge abou ene gy consump ion a e c ucial
o adop ing sus ainable ene gy sys ems (B own e al., 2023). I is impo an o emphasise ha household ene gy
consump ion can be changed h ough a ious in e en ions and policies. P omo ing enewable mic ogene a ion
echnologies is a c i ical in e en ion o educe ene gy consump ion and encou age he up ake o enewable
ene gy solu ions in households. Assessing households' willingness o pay o ene gy eno a ions, ene gy-e icien
appliances, and enewable ene gy echnologies can p o ide aluable insigh s o de eloping e ec i e policies and
measu es o educe GHG emissions (Balezen is e al., 2024). These s a egies can signi ican ly p omo e
sus ainable household ene gy beha iou and mi iga e en i onmen al impac s (Hein ich e al., 2022).
Theo e ically, wo beha iou al in e en ions domina e ene gy policy implemen a ion: ewa d and social
compa ison. A ewa d-based s a egy is based on he p omise ha households will sa e ene gy by changing hei
beha iou . Rewa d-based in e en ions ha e been shown o signi ican ly impac household ene gy beha iou ,
leading o educ ions in ene gy consump ion (Tiedemann, 2009). The social compa ison s a egy is based on
eedback, such as home ene gy epo s. I has also been shown o be mo e e ec i e in p omo ing household
ene gy and conse a ion beha iou han epo s based on his o ical compa ison.
The dominan s a egy o encou aging beha iou al change in household ene gy consump ion is ewa d-based,
pa icula ly h ough ini ia i es ha mo i a e households o pa icipa e in communi y p ojec s and in es in ene gy
e iciency imp o emen s.
The a ailabili y o new, a o dable echnologies is an impo an s imulus (So nyk e al., 2023; B own e al., 2023).
Fo example, mo i a ing households o imp o e hei buildings' ene gy pe o mance can lead o be e indoo
en i onmen al quali y (IEQ) and g ea e ene gy e iciency (Ghi a & Ca alina, 2015). Reno a ed and newly
cons uc ed buildings ypically achie e be e IEQ and ene gy pe o mance han olde s uc u es (P ozumen s e
al., 2023). The p ima y goal o hese upg ades is o educe ene gy consump ion, pa icula ly hea ing. In addi ion,
hese upg ades a e being in oduced as hey can educe he ene gy equi ed o hea ing, ho wa e and elec ici y
in homes. Technologies like hea eco e y en ila ion sys ems and exhaus ai hea pumps can imp o e dis ic
hea ing sys ems' e iciency, educing ene gy use and CO2 emissions in e o i ed homes. In addi ion,
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inco po a ing sola dis ic hea ing sys ems in hese buildings can signi ican ly educe CO2 emissions and help
coun ies mee hei emission educ ion a ge s (Rehman e al., 2020; Ga gasas, Bazienė & Dzienis, 2023).
O e all, ewa d-based s a egies can be p omo ed. The e is conside able e idence ha hey encou age changes in
household ene gy beha iou .
3. The con ex o household ene gy beha iou : ene gy sec o in Li huania and Mo occo
Li huania and Mo occo di e signi ican ly in geog aphy, geopoli ics, cul u e and economy, leading o di e en
app oaches o ene gy policy. Despi e hese di e ences, bo h coun ies ha e se clea clima e and en i onmen al
goals, commi ing o in e na ional ag eemen s and es ablishing na ional a ge s o educe ca bon emissions and
inc ease he use o enewable ene gy. Howe e , he p og ess and implemen a ion me hods a y be ween he wo
coun ies.
The i s di e ence be ween he coun ies o be conside ed is he a ying goals and achie emen s o he ene gy
policy. Following he implemen a ion o he Na ional Ene gy Independence S a egy, Li huania ceased impo ing
ene gy om Russia in 2022 and is commi ed o mee ing all i s elec ici y needs om enewable sou ces by 2030
and achie ing clima e neu ali y by 2050. Li huania has a na ional ene gy independence s a egy, which has been
adop ed and pe iodically upda ed since 2012. The s a egy o ms he basis o s uc u al e o ms in he ene gy
sec o . This is in esponse o he high p ices o ene gy esou ces and he use o ene gy as a poli ical ool.
Li huania has a e minal o lique ied na u al gas (LNG), which allows i o impo na u al gas om any LNG
ading supplie (Ene ge ikos Minis e ija, n.d.). Howe e , o achie e u he ene gy independence, he e is a need
o a apid inc ease in in es men in clean ene gy. The Na ional Ene gy Independence S a egy iden i ies
enewable ene gy as a key objec i e. The objec i e is o inc ease he p opo ion o enewable ene gy in he inal
ene gy consump ion balance, hus educing dependence on ossil uel impo s. The long- e m ene gy policy aims
o achie e comple e ene gy sec o deca bonisa ion by 2050 (Ene ge ikos Minis e ija, 2024).
Mo occo's ene gy s a egy ocuses on educing eliance on ossil uels, which cons i u e abou 90% o i s ene gy
consump ion, and inc easing ene gy secu i y h ough de eloping enewable ene gy p ojec s. The coun y's
Na ional Ene gy and Ene gy E iciency Plan launched in 2008 aims o educe he coun y's ca bon oo p in and
ene gy p oduc ion cos s. The plan p io i ises ene gy e iciency and aims o inc ease enewable ene gy p oduc ion
equally om wind, sola , and hyd oelec ic sou ces o achie e a mo e balanced and esilien ene gy sec o (SDG,
n.d.). Howe e , Mo occo's ene gy sec o elies hea ily on ossil uels, ep esen ing app oxima ely 90% o i s o al
ene gy consump ion. The coun y's ene gy consump ion includes signi ican sha es om coal (30.8%) and uel oil
(56.4%) (IEA, 2023 c). Despi e his dependence, Mo occo is inc easing i s sha e o enewables in i s ene gy mix.
A he end o 2022, enewables accoun ed o 38% o he coun y's o al elec ici y capaci y, wi h ambi ious plans
o inc ease his o 52% by 2030 (ITA, n.d.).
The second di e ence be ween coun ies lies in he ends in household ene gy consump ion. On he demand side,
esiden ial consume s mus imp o e e iciency and use mo e ene gy om enewable sou ces. Household ene gy
consump ion accoun ed o 28.4 pe cen and is alling yea -on-yea (S a is ics Li huania, 2023). To achie e his
goal, he Li huanian go e nmen has alloca ed app oxima ely €265 million in suppo o esiden ial sola powe
plan s om 2021 onwa d, wi h a o al capaci y o 1.33 GW o household powe plan s, ep esen ing mo e han
hal o he coun y's o al sola powe capaci y (Ene ge ikos Minis e ija, 2023). The in ol emen o p oducing
consume s has become a pi o al elemen in he ad ancemen o sola ene gy in Li huania, con ibu ing
conside ably o he educ ion o dependence on impo ed elec ici y.
Mo occo has wi nessed a no able shi in household ene gy consump ion ends, p ima ily d i en by he coun y's
s a egic ini ia i es o enhance elec i ica ion and expand ene gy access. Mos u al a eas now ha e access o
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elec ici y, which has esul ed in a consis en inc ease in household ene gy consump ion. The da a e eal a 5%
annual g ow h in na ional demand o p ima y ene gy, d i en pa ly by inc eased household elec ici y
consump ion. This consump ion inc eased a an a e age a e o 6% pe yea due o widesp ead elec i ica ion and
economic g ow h in u al a eas. The na ional ene gy s a egy emphasises p omo ing ene gy e iciency and
in eg a ing enewable ene gy sou ces o mee inc easing demand. The s a egy includes de eloping enewable
ene gy p ojec s and imp o ing ene gy e iciency ac oss a ious sec o s (MoF, n.d.).
The hi d di e ence lies in he enewable sou ces o ene gy. Analysing he s uc u e o enewable ene gy sou ces
e eals s iking di e ences be ween coun ies. Li huania elies hea ily on bio uels as a sou ce o enewables,
whe eas Mo occo p io i ises sola and wind ene gy. The p ima y sou ce o enewable ene gy in Li huania is
bio uels ( i ewood, wood was e and ag icul u al was e), mos o which a e used o elec ici y gene a ion and
cen al hea ing (51.8%) in households (34.1%) (S a is ics Li huania, 2023b). Recen go e nmen ini ia i es ha e
encou aged ene gy-p oducing consume s, posi ioning hese powe plan s as a popula solu ion o esiden ial
ene gy needs. Subsidised household sola powe plan s a e speci ically designed o gene a e domes ic elec ici y
and imp o e he e iciency o home hea ing sys ems. Subsidies ha e had he e ec o con e ing a ound 7%
(100k) o households in o elec ici y p oduce s, which has signi ican ly con ibu ed o mo e han 2/3 o he
elec ici y gene a ed in Li huania in 2023 coming om enewable sou ces, while elec ici y consump ion om he
g id has allen by 1.2% pe yea (Ene ge ikos Minis e ija, 2023a). All his shows he essen ial changes in he
ene gy consump ion beha iou o households in Li huania.
Meanwhile, Mo occo's enewable ene gy sec o is ecognised o i s signi ican in es men in sola ene gy,
pa icula ly he Noo Sola P ojec . Mo occo is making no able p og ess in de eloping la ge-scale enewable
ene gy p ojec s, wi h he Noo Sola P ojec being he mos p ominen . The aim is o p o ide eliable, sus ainable,
and a o dable ene gy. Howe e , i should be no ed ha educing ene gy in ensi y in he Mo occan economy
emains a challenge. Cu en ly, he sha e o enewable ene gies in he o al ins alled capaci y is 38% (MoF, n.d.),
while enewable ene gy accoun s o less han 10% o he o al ene gy supply (IEA 2023 a). The inc easing
ene gy demand, a e aging 3% pe yea (Ene da a, 2023b), has hinde ed a subs an ial inc ease in he sha e o
enewables in o al inal consump ion o e he las decade. A signi ican po ion o ossil uel ene gy is consumed
by households, p omp ing he go e nmen o se a ge s o using enewable ene gy in homes (IEA, 2023 c). The
Mo occan go e nmen has aken se e al ini ia i es o p omo e enewable ene gy and imp o e ene gy e iciency
among household ene gy use s. The mos p ominen ini ia i e, as men ioned abo e, is he Noo Sola Plan, which
p o ides elec ici y gene a ed a he sola powe plan o use s. Addi ionally, he go e nmen has expanded he
access o elec ici y o u al a eas h ough enewable ene gy sou ces. Ene gy e iciency p og ams ha p omo e
ene gy-e icien appliances ha e also been designed o educe household ene gy consump ion.
In summa y, Li huania's ene gy s a egy o households encompasses mul iple ace s: ensu ing he p o ision o
clean ene gy (bo h hea and elec ici y) om enewable sou ces wi hin he cen alised supply sys em and
encou aging households o p oduce and supply hei elec ici y om enewable sou ces, mainly small sola powe
plan s. On he con a y, Mo occo's ene gy s a egy ocuses p ima ily on la ge-scale enewable ene gy p ojec s,
posi ioning households as passi e consume s o he p o ided ene gy.
4. Household ene gy beha iou : a case o Li huania
Household ene gy consump ion. In Li huania, household ene gy consump ion p ima ily ocuses on space hea ing,
ep esen ing a ound 63.5% o inal ene gy use in he esiden ial sec o in 2022. Hea ing and cooking o wa e also
ep esen ed signi ican po ions, co e ing 14.9% and 6.3%, espec i ely. Elec ici y o ligh ing and o he
elec ical appliances ep esen ed 13.9% o household ene gy use (Eu os a , n.d.).
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The p ima y ene gy sou ces used in Li huanian households include solid bio uels, na u al gas, and elec ici y. In
2022, abou 34.1% o he enewable ene gy consumed in households was sou ced om i ewood and wood was e,
a signi ican componen o household ene gy use, especially o hea ing pu poses (S a is ics Li huania, 2023a).
O he enewable sou ces, such as sola and wind ene gy, play a mo e mino bu g owing ole in household ene gy
consump ion. This is impo an , as household gas p ices inc eased signi ican ly be ween 2020 and 2022 due o he
geopoli ical si ua ion bu ha e dec eased since hen. O e all, Li huania is wo king o inc ease he sha e o
enewables in household ene gy consump ion o achie e comple e sel -su iciency in ene gy by 2050.
Pa e ns in household ene gy beha iou . The li e a u e on household ene gy beha iou in Li huania ep esen s
h ee main pa e ns.
Fi s , he e has been a no able pa e n in how households adop echnologies o p oducing and using enewable
ene gy a home and o p i a e anspo a ion. Ins alling enewable ene gy echnologies in households has an
impo an posi i e e ec , as i helps educe ene gy ansmission losses. In a s udy o Li huanian households wi h
small sola powe plan s, esea che s ound ha ene gy lows be ween he household and he dis ibu ion g id a e
educed by abou 10% o he o al annual ene gy lows be ween he household and he dis ibu ion g id; o
smalle sys ems (less han 10 kW), his alue can be e en highe (18% o mo e) (Riupa e al., 2022). This
ep esen s signi ican sa ings in elec ici y ansmission. In addi ion, households whe e small sola sys ems a e
ins alled end o change hei elec ici y beha iou . Households ha ins all oo op sola panels a e ound o be
mo e awa e o hei ene gy consump ion as hey a e mo e likely o moni o hei ene gy use h ough apps o sma
me e s. They a e mo e likely o use he ene gy immedia ely a he han send i o he g id, sa ing money. Wi h
sola powe sys ems, households shi hei ene gy usage o imes when sola p oduc ion is highes (midday),
leading o changes in consump ion pa e ns (Hube e al., 2024). As a esul , households using enewable ene gy
end o use less elec ici y om he g id, incen i ising ene gy sa ings and educing CO2 emissions. One o he
mos signi ican ac o s in luencing he adop ion o enewable ene gy echnologies in households is he decision-
making p ocess conce ning enewable ene gy by households. Public policy plays a c ucial ole in his p ocess by
educing ba ie s o adop ing enewable ene gy h ough subsidies o e ed o households ha implemen enewable
ene gy p oduc ion and e iciency echnologies.
Second is he pa e n o willingness o accep enewable ene gy in hei homes. The su ey conduc ed in Li huania
e ealed posi i e ends in household ene gy beha iou , wi h mo e han 60% o households wan ing o use
enewable ene gy sou ces o p oduce hea ing, ai condi ioning, ho wa e o elec ici y a home (Š eimikiene e
al., 2022). This is done bo h o minimise en i onmen al impac and o sa e ene gy. This is linked o bo h he
desi e o educe en i onmen al impac and he desi e o sa e ene gy.
S ill, he e a e se e al common ba ie s ha adi ional enewable ene gy policies a e unable o o e come in
Li huania (Š eimikienė e al., 2022): (1) high up on cos s and long payback pe iods, (2) lack o in o ma ion and
knowledge, (3) low en i onmen al p io i y, (4) esis ance o change, and people's habi s. A ep esen a i e su ey
o he Li huanian popula ion showed ha 60% o he esponden s a e unwilling o pay ex a o enewable
elec ici y. Fu he mo e, he same s udy showed ha mos Li huanian households su eyed (62.5%) use biodiesel
o bioe hanol in hei ca s. Howe e , only 5.5% o he esponden s use elec ic o hyb id ca s. Ne e heless, 62%
o esponden s would like o buy an elec ic o hyb id ca , bu 74.9% ace inancial di icul ies in pu chasing an
elec ic o hyb id ca despi e go e nmen suppo o such ehicles (Š eimikienė e al., 2022). A mo e de ailed
s udy in Li huania e eals di e en public a i udes owa ds di e en ypes o enewable ene gy. Al hough mos
o he popula ion suppo s using g een ene gy, he e is a no able eluc ance o adop bioene gy, especially biomass
(Liobikienė, Miceikienė, 2002). This is e en hough biomass accoun s o Li huania's la ges sha e o dis ic
hea ing. The nega i e pe cep ion o biomass is pa icula ly p onounced ega ding i s use in p i a e anspo .
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To o e come his nega i e a i ude, inancial mechanisms eme ged as he mos in luen ial in shaping a i udes
owa d bioene gy. Impo an ly, indi iduals who conside inancial suppo c i ical also end o be mo e
knowledgeable abou bioene gy, indica ing ha he Li huanian popula ion unde s ands he essen ial ole o
go e nmen suppo . This sugges s ha subsidies and inancial incen i es could mo i a e people o adop
bioene gy.
Thi d, he e is a pa e n in willingness o dec ease ene gy consump ion a home. The su ey shows ha 67% o
he popula ion o en o always akes ac i e measu es o sa e ene gy in Li huania (Figu e 2).
Figu e 2. F equency o ene gy-sa ing ac ions in daily li e: su ey esponses on ene gy conse a ion measu es
Sou ce: Telešienė e al., 2024
Acco ding o he da a, 74.3% o he popula ion in ends o ake measu es o educe hei ene gy consump ion in he
u u e (Figu e 3). This in en ion is based on he belie ha using less ene gy will educe he impac o he
household on he en i onmen . In Li huania, 67.8% o he popula ion belie es in his e ec . Fu he mo e,
household ep esen a i es belie e ha i is up o hem o ake measu es o educe ene gy consump ion (72.2%)
(Telešienė e al., 2024).
Figu e 3. F equency o in en ion o ake measu es o educe ene gy consump ion in he u u e
Sou ce: Telešienė e al, 2024
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As he abo e da a show, he popula ion belie es ha hei household ene gy consump ion is highly dependen on
hei choices, so in o ma ion on enewable ene gy can signi ican ly change he composi ion o household ene gy
consump ion. Acco ding o he su ey (Š eimikienė e al., 2022), mo e han 30% o esponden s ha e
in o ma ion abou possible suppo measu es o enewable ene gy in he household, 45.6% o esponden s ha e
hea d abou possible suppo measu es bu lack some in o ma ion (Š eimikienė e al., 2022). Consequen ly,
dissemina ing in o ma ion on enewable ene gy op ions in he home can be mo e e icien .
Acco ding o S eimikiene (2022), communi y-based social ma ke ing (CBSM) can be used as a ool o p omo e
he educ ion o household g eenhouse gas (GHG) emissions h ough beha iou al change. The esul s o he
eplica ed s udy show ha households can signi ican ly educe GHG emissions, sa ing ene gy and money wi hou
signi ican in es men s.
Al hough he use o enewable ene gy in Li huania has inc eased signi ican ly due o go e nmen policies, he ull
po en ial o using enewable ene gy in households is s ill unused due o household beha iou , which can be
changed by p o iding mo e in o ma ion o esiden s.
4. Household ene gy beha iou : a case o Mo occo
Household ene gy consump ion. Households a e Mo occo's second la ges elec ici y consume ; he e o e,
household ene gy beha iou is making a emendous impac on ene gy consump ion in he coun y. Ene gy
consump ion is concen a ed in cooking, wa e hea ing, and space hea ing, wi h signi ican egional a ia ions due
o clima ic condi ions. In Mo occo, a ound 38% o household ene gy consump ion is used o cooking, 24% o
hea ing, and 24% (IEA, 2023a), wi h no consumable channels o e ime (Iysaouy, 2019). Mo occan households'
main ene gy sou ces a e bu ane gas, elec ici y and biomass. Bu ane gas is a widely used ene gy sou ce, especially
o cooking and wa e hea ing, as i is a ailable o households h ough public subsidies. Elec ici y is used o
ligh ing and elec ical appliances and is becoming mo e widesp ead in u al a eas, accoun ing o a ound 18% o
household ene gy consump ion (IEA, 2023a). In u al a eas, biomass, especially i ewood, emains an impo an
ene gy sou ce, pa icula ly o cooking and space hea ing (MoF, n.d.).
Renewable ene gy sou ces, such as sola ene gy, a e slowly pene a ing Mo occan households. Sola wa e
hea e s a e becoming mo e common, especially in newe de elopmen s and in u ban a eas. Howe e , hei o e all
con ibu ion o household ene gy p oduc ion is s ill low compa ed o adi ional sou ces (Ene da a, 2023 b).
Pa e ns in household ene gy beha iou . The li e a u e on household ene gy beha iou in Mo occo is subjec o
some di e en pa e ns han in Li huania.
Fi s , Mo occans, in gene al, a e e y awa e ha enewable ene gy is pa o clima e change mi iga ion and
s ongly suppo enewable ene gy p ojec s in he coun y. La ge-scale su eys nea enewable ene gy
ins alla ions, such as he concen a ed sola powe p ojec in Oua zaza e, show ha mos esponden s unde s and
he impo ance o swi ching o enewable ene gy. A ound 91% o he esponden s suppo ed speci ic enewable
ene gy p ojec s, ecognising hei po en ial bene i s o ene gy secu i y and sus ainabili y (Komendan o a, 2021).
Howe e , despi e he gene ally posi i e a i ude owa d enewable ene gy, he e a e s ill conce ns abou he
economic implica ions. Mo occan esponden s o en p io i ise economic ac o s when e alua ing ene gy
ans o ma ion p ojec s (Komendan o a, 2021). Issues such as he cos o he ene gy ansi ion and i s po en ial o
c ea e local economic oppo uni ies a e key. Many people e alua e enewable ene gy p ojec s based on how hey
will a ec local job c ea ion and economic s abili y and, he e o e, p e e angible economic bene i s o abs ac
en i onmen al bene i s. Unlike Li huania, su eys o Mo occan households indica e a lack o ac i e pa icipa ion
in he ins alla ion o enewable ene gy sys ems, wi h hei ole la gely limi ed o bene i ing om exis ing
