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BUILDING DECARBONIZATION COALITION: CONTRACTOR NEEDS ASSESSMENT Final Report April 22, 2020 1

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Page 1: BUILDING DECARBONIZATION COALITION: CONTRACTOR NEEDS ... · 4/22/2020  · Plumbers had the most negative associations with “electrification.” They generally expressed a preference

B U I L D I N G D E C A R B O N I Z A T I O N C O A L I T I O N :C O N T R A C T O R N E E D S A S S E S S M E N T

Final Report

April 22, 2020

1

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A G E N D A

1. Methodology

2. Objectives & Key Findings

3. Detailed Findings• Attitudes toward electrification

• Perception of electric equipment

• Barriers to and drivers of adoption of electric equipment

• Receptiveness to policies supporting electrification

4. Recommendations

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M E T H O D O L O G Y O V E R V I E W

EMI Consulting conducted 39 in-depth interviews with contractors across California, including:

• 10 HVAC Contractors

• 10 Electrical Contractors

• 10 General Contractors

• 9 Plumbing Contractors

Interviews completed Oct – Dec 2019

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M E T H O D O L O G Y O V E R V I E W

Study Limitations:

• Small sample size limits generalizability of findings.• The research team targeted contractors throughout the

state to gather a variety of perspectives across geographical regions.

• Sample sources were generally limited to contact lists provided by Coalition members.• This likely skewed results toward greater awareness of

electrification and more positive views toward electrification and HP technologies.

• While the above limitations warrant interpreting results with caution, the findings are in line with other recent studies (see

Appendix).

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G E N E R A L C O N T R A C T O R C H A R A C T E R I S T I C S

• Five in Northern California

• Five in Southern California

Self-report: “Do you feel very informed, somewhat informed, or not at all informed about the topic of electrification of residential homes?”

Not at all informed

Somewhat informed

Very informed

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H VA C C O N T R A C T O R C H A R A C T E R I S T I C S

• Eight in Northern California

• Two in Southern California

Not at all informed

Somewhat informed

Very informedSelf-report: “Do you feel very informed, somewhat informed, or not at all informed about the topic of electrification of residential homes?”

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E L E C T R I C A L C O N T R A C T O R C H A R A C T E R I S T I C S

• Six in Northern California

• Four in Southern California

Not at all informed

Somewhat informed

Very informed

Self-report: “Do you feel very informed, somewhat informed, or not at all informed about the topic of electrification of residential homes?”

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P L U M B I N G C O N T R A C T O R C H A R A C T E R I S T I C S

• Three in Northern California

• Six in Southern California

Not at all informed

Somewhat informed

Very informed

Self-report: “Do you feel very informed, somewhat informed, or not at all informed about the topic of electrification of residential homes?”

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A G E N D A

1. Methodology

2. Objectives & Key Findings

3. Detailed Findings• Attitudes toward electrification

• Perception of electric equipment

• Barriers to and drivers of adoption of electric equipment

• Receptiveness to policies supporting electrification

4. Recommendations

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R E S E A R C H O B J E C T I V E S

• Identify and explore the attitudes of contractors towards target electric end-uses that can advance near-term and long-term building electrification in California.

• Assess contractor preferences related to gas vs. electric technologies

• Assess the current awareness and perception of electric equipment among contractors.

• Identify the drivers that influence various contractors to recommend/install electric appliances over gas appliances (and vice versa).

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R E S E A R C H O B J E C T I V E S , C O N T.

• Identify existing barriers to greater adoption among general contractors.

• Assess contractor receptiveness to policies and ideas that support electrification.

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K E Y F I N D I N G S

Plumbers had the most negative associations with “electrification.”They generally expressed a preference for natural gas, stating that it is less costly and more efficient. Lack of installer knowledge was cited as a barrier to installing heat pump water heaters (HPWHs).

Electricians were least familiar with the term “electrification.”Similarly, they did not have concrete attitudes toward heat pump (HP) technology.

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K E Y F I N D I N G S

Respondents preferred natural gas as a fuel source. While electric equipment was perceived as safer by some, natural gas was viewed as cheaper and more reliable.

HPs were perceived as costly, and respondents raised concerns about their performance on cold winter days. On the other hand, HPs were viewed as beneficial for lowering one’s carbon footprint, as well as being energy efficient.

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K E Y F I N D I N G S

While HPWHs were perceived as energy efficient, there were a variety of drawbacks cited by respondents. Drawbacks included the need for maintenance, upfront costs, time required to heat water, location concerns, and space requirements.

Lack of awareness of HP technology may prevent both optimal installation and use. Some contractors felt that the lack of a “whole house” approach to HP installation means that HP are often not performing optimally. Additionally, lack of customer awareness means that HPs may not be operated optimally (e.g., keeping the thermostat within a narrow range rather than expecting a sudden increase of temperature in a short time).

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K E Y F I N D I N G S

The need for panel upgrades was perceived as a barrier for both HP and HPWH installation. Wiring issues were particularly top-of-mind for HPWHs as they would require both a plumber and electrician for every installation.

Availability of electrical equipment was generally not seen as a barrier to recommending HPs and HPWHs by respondents.While several mentioned it had been difficult in the past to obtain HPs or HPWHs on a short timeline, most contractors indicated that they now would have no problem finding this equipment.

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K E Y F I N D I N G S

While most respondents felt that financing would be useful in engaging low-income communities, some expressed concerns. Some respondents felt that assistance with upfront costs would be more beneficial than financing, while others expressed concerns about low-income end users taking on additional loans.

Respondents were generally not fluent in California’s greenhouse gas reduction goals. However, contractors were interested in the opportunity for training on both California’s decarbonization strategy and electric equipment as long the trainings are practical.

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K E Y F I N D I N G S

Respondents expressed a willingness and interest in participating in trainings related to California’s decarbonizations goals. Respondents primarily favored in-person seminars and webinars as their preferred channel for participation, and emphasized that the trainings would need to highlight how these goals could impact or influence their business and operations.

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A G E N D A

1. Methodology

2. Objectives & Key Findings

3. Detailed Findings• Attitudes toward electrification

• Perception of electric equipment

• Barriers to and drivers of adoption of electric equipment

• Receptiveness to policies supporting electrification

4. Recommendations

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O V E R V I E W : AT T I T U D E S T O WA R D E L E C T R I F I C AT I O N

7

21

7

2

1

2

5

2

2

3

5

Positive Negative Unfamiliar

General HVAC Plumbing Electrical

General Contractors and HVAC Contractors had positive associations with electrification.

‘What kind of associations do you have with the term “electrification”? How does it factor into your work with customers or the equipment you use?’

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G E N E R A L C O N T R A C T O R A T T I T U D E S T O W A R D E L E C T R I F I C A T I O N

General contractors generally expressed positive views on electrification.

“Electrification is a topic that's close to my heart. That's the way to go. I feel like we need to get away from gas, natural gas and…convert buildings into all-electric using renewable energy sources.”

• General contractors were familiar with the term “electrification” and associated it with switching from gas to electric as a fuel source.

• Seven general contractors were well-versed on the carbon-reduction benefits of electrification or described personal ethics related to lowering their carbon footprint.

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H V A C C O N T R A C T O R A T T I T U D E S T O W A R D E L E C T R I F I C A T I O N

HVAC contractors expressed a variety of associations with the term “electrification” but largely expressed positive feelings.

• HVAC Contractors have heard about it, and five said they mention electrification when working with customers.

• Two HVAC Contractors were unfamiliar with the term, but one of these understood it when termed “fuel-switching.”

• One HVAC contractor described switching customers frequently to electricity, but typically from propane rather than natural gas.

• Four said that they felt especially positive towards electrification when combined with solar installation.

“We call that fuel switching usually….How familiar are we? We do it a lot”

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O V E R V I E W : AT T I T U D E S T O WA R D E L E C T R I F I C AT I O N

7

21

7

2

1

2

5

2

2

3

5

Positive Negative Unfamiliar

General HVAC Plumbing Electrical

Plumbers were more likely to feel negative associations towards electrification.

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P L U M B I N G C O N T R A C T O R A T T I T U D E S T O W A R D E L E C T R I F I C A T I O N

Plumbing contractors expressed the most negative associations with electrification.

• Five plumbers had negative associations with the term “electrification.” Plumbers primarily expressed a preference for gas as a fuel source.

• Plumbers felt that electrification was costly and less efficient (recovery rates are lower than gas).

• Two plumbers mentioned power outages in Northern California, which negatively affected their perceptions of electrification.

“Yeah, for most of the people in our county, decarbonization and electrification are kind of bad words.”

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O V E R V I E W : AT T I T U D E S T O WA R D E L E C T R I F I C AT I O N

Electrical contractors were most unfamiliar with the term “electrification.”

7

21

7

2

1

2

5

2

2

3

5

Positive Negative Unfamiliar

General HVAC Plumbing Electrical

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E L E C T R I C A L C O N T R A C T O R A T T I T U D E S T O W A R D E L E C T R I F I C A T I O N

Electrical contractors associated the term “electrification” with providing power and were less familiar with the concept of switching from gas as a fuel source to electric.

“My immediate association with the word electrification would be providing power, electric power, to an existing structure. It's not a term that I have ever used before.”

• Electricians were less likely to associate the term “electrification” with the idea of switching from gas to electric as a fuel source.

• Four electricians associated electrification with high costs.

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P R E F E R E N C E F O R G A S V E R S U S E L E C T R I C A S A F U E L S O U R C E

Respondents who preferred gas as a fuel source primarily did so because of the cost of natural gas versus electricity.

ASSOCIATIONS WITH NATURAL GAS

N=9

2

2

2

2

3

4

Easily available

More effective

More efficient

More reliable

No less clean than electricity

Cheaper

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P R E F E R E N C E F O R G A S V E R S U S E L E C T R I C A S A F U E L S O U R C E

Respondents who preferred electricity as a fuel source primarily felt that it was safer than natural gas due to risk of combustion.

1

1

1

2

Installation is cheaper

More efficient

Lower carbon footprint

Safer

ASSOCIATIONS WITH ELECTRICITY

N=4

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A G E N D A

1. Methodology

2. Objectives & Key Findings

3. Detailed Findings• Attitudes toward electrification

• Perception of electric equipment

• Barriers to and drivers of adoption of electric equipment

• Receptiveness to policies supporting electrification

4. Recommendations

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A G E N D A

1. Methodology

2. Objectives & Key Findings

3. Detailed Findings• Attitudes toward electrification

• Perception of electric equipment

Heat Pumps

Heat Pump Water Heaters

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O V E R V I E W : A WA R E N E S S & P E R C E P T I O N S O F E L E C T R I C E Q U I P M E N T

Respondents felt that a lower carbon footprint and energy efficiency were the primary benefits of HP technology in California.

PRIMARY BENFITS: HP

2

2

3

3

4

5

6

6

7

9

Mini-Splits often do not require ducts

Mild Temperatures in CA

Don't Know

Ease of Installation

Provides Both Heating & Cooling

Health and Safety

Cost Savings

Versatility

Efficiency

Lower Carbon Footprint

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Respondents mentioned performance concerns in cold weather as the primary drawbacks of HP technology in California.

2

2

2

2

2

3

4

8

11

Comfort Issues

Loud

Consumer Behavior

Maintenance

Don't Know

Additional Costs of Installation

Aesthetics

High Upfront Costs

Performance in Cold Weather

PRIMARY DRAWBACKS : HP

O V E R V I E W : A WA R E N E S S & P E R C E P T I O N S O F E L E C T R I C E Q U I P M E N T

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Respondents felt that efficiency was the primary benefit of HPWH technology in California.

2

3

4

6

10

Don't know

Cost Savings

Health and Safety

Lower Carbon Footprint

Efficiency

PRIMARY BENEFITS: HPWH

O V E R V I E W : A WA R E N E S S & P E R C E P T I O N S O F E L E C T R I C E Q U I P M E N T

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O V E R V I E W : A W A R E N E S S A N D P E R C E P T I O N S O F E L E C T R I C E Q U I P M E N T

Respondents felt that the time required to heat water was the primary drawback of HPWH technology in California.

PRIMARY DRAWBACKS: HPWH

3

3

3

3

3

4

4

4

5

6

Additional Costs of Installation

Require a Panel Upgrade

Increased Utility Bills

Requires Multiple Trades

Installer Knowledge

Space Required

Location

Upfront Costs

Maintenance

Time to Heat Water/Poor Recovery

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G E N E R A L C O N T R A C T O R P E R C E P T I O N S O F E L E C T R I C E Q U I P M E N T

• The benefit of HPs most frequently mentioned by General Contractors was the versatility in style and installation options (e.g., wall mount vs. ceiling mount).

• The drawbacks of HPs most frequently mentioned by General Contractors were aesthetics of mini-split wall units and high upfront costs.

• The benefits of Heat Pump Water Heaters most frequently mentioned by General Contractors were a lower carbon footprint and greater energy efficiency.

• The drawbacks of Heat Pump Water Heaters most frequently mentioned by General Contractors were space required and where to locate the water heater in the home.

A lot of it is aesthetics, you know? People don't like the look of the thing hanging on their wall.

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G E N E R A L C O N T R A C T O R P E R C E P T I O N S O F E L E C T R I C E Q U I P M E N T

• The benefit of HPs most frequently mentioned by General Contractors was the versatility in style and installation options (e.g., wall mount vs. ceiling mount).

• The drawbacks of HPs most frequently mentioned by General Contractors were aesthetics of mini-split wall units and high upfront costs.

• The benefits of HPWHs most frequently mentioned by General Contractors were a lower carbon footprint and greater energy efficiency.

• The drawbacks of HPWHs most frequently mentioned by General Contractors were space required and where to locate the water heater in the home.

“They're larger in size than the typical water heater. They're a little noisy. They make the space that they're in cold, so they're not ideal for interior installations. That could be an issue.”

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H V A C C O N T R A C T O R P E R C E P T I O N S O F E L E C T R I C E Q U I P M E N T

• The benefit of HPs most frequently mentioned by HVAC Contractors was a lower carbon footprint.

• The drawbacks of HPs most frequently mentioned by HVAC Contractors were the need for an auxiliary heat source, performance in cold weather and high upfront costs.

“In our area, it would be just the fact that the colder it gets outside, the worse they work and that's when you need it the most.”

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P L U M B I N G C O N T R A C T O R P E R C E P T I O N S O F E L E C T R I C E Q U I P M E N T

• The benefit of HPWHs most frequently mentioned by Plumbers was opportunities for energy efficiency.

• The drawback of HPWHs most frequently mentioned by Plumbers was difficulty of maintenance and service due to a shortage of knowledgeable service technicians and additional mechanical systems that are prone to breakage.

“Most of these guys can't work on regular water heaters that are just strictly gas, let alone you mix electric in them, then they get few and far between.”

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E L E C T R I C A L C O N T R A C T O R P E R C E P T I O N S O F E L E C T R I C E Q U I P M E N T

• Electrical Contractors had difficulty thinking of benefits and drawbacks of electric equipment. Three said they “did not know” the benefits of HPs, and two said they did not know the drawbacks.

“The decision was completely made between the HVAC contractor and the general contractor. And so, I wouldn't know the benefit or the drawback.”

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P E R C E P T I O N S O F H P C O M F O R T

HVAC Contractors and General Contractors both described the importance of installing HPs in conjunction with an evaluation of the entire building envelope in order to provide the most comfort. • Four General Contractors and three HVAC Contractors

stated that, if installed correctly, HPs should be able to provide as much or more comfort than a standard gas furnace.

• General Contractors sometimes felt that HVAC Contractors did not always install HPs using a ”whole house” approach to address the building envelope, which contributed to issues with comfort.

• Five HVAC Contractors and five General Contractors also described a need to educate end-users on how to operate the HP optimally to achieve comfort, underscoring the need for behavior change.

“So say an HVAC contractor, they might take a normal split system and put a heat pump in. Okay, they do that all the time. But are they going to make sure the ducts are air-sealed? Are the ducts even adequate?”

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A G E N D A

1. Methodology

2. Objectives & Key Findings

3. Detailed Findings• Attitudes toward electrification

• Perception of electric equipment

• Barriers to and drivers of adoption of electric equipment

• Receptiveness to policies supporting electrification

4. Recommendations

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O V E R V I E W : C R O S S C U T T I N G B A R R I E R S T O A D O P T I O N O F E L E C T R I C E Q U I P M E N T

• Respondents described several installation challenges that were a barrier to increased adoption of electric equipment, most notably required panel upgrades and more generally the costs associated with more complex installations.

• Respondents also underscored the drawbacks of poor installation – that it reduced comfort, could potentially leak greenhouse gases from the refrigerant, and could be oversized.

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H P I N S T A L L A T I O N C H A L L E N G E S

The primary installation challenges described by interviewees were panel upgrades, which respondents described as expensive and time-consuming.

“That is kind of a roadblock in some cases... You're going to have to spend a few more thousand dollars just to be able to support that electric appliance. So yeah, it can be cost prohibitive for some people to do that.”

• Six respondents described panel upgrades as the biggest challenge, including 5 Electricians and 1 HVAC Contractor.

• No General Contractors described panel upgrades as an installation challenge.

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O T H E R H P B A R R I E R S : N E E D F O R B A C K U P H E A T S O U R C E

Though many noted that HP technology is improving, respondents continue to recommend a backup heat source in certain situations.

• Sixteen respondents said they always or sometimes recommend installing a backup heat source.

• Four stated they would only install a backup heat source if their client lived in a very cold area.

• Two said they had only installed backup heat for clients in remote locations.

“They've really improved them, so even in our north county, where it drops down in temperatures, that really doesn't matter anymore. There was a wives' tale and an urban legend that, "Oh, you can't use them in cold temperatures." And that's just not true.”

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H P W H I N S T A L L A T I O N C H A L L E N G E S

Similar to challenges for HPs, the primary installation challenge described by respondents for HPWHs was a perceived need for panel upgrades. Respondents also described a lack of installer knowledge that made installations complex.

“So why would [a plumber] want to learn something like that when he can put in his normal water heater he's always put in, and get several done in a day if he wanted to?”

1

1

2

2

2

2

3

3

3

1

1

1

1

1

2

2

Need to work with a plumber…Not licensed to handle refrigerant

Additional circuitBringing power to unit

Cutting ventsVolume of air required

Costs Associated with InstallationLocation

SizeLack of installer knowledge

Panel Upgrade

General

Plumber

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O T H E R H P W H B A R R I E R S

Respondents often mentioned that the installation of a HPWH would require both a plumber and an electrician, which increases the cost associated with installation.

• Four plumbers said they would work with an electrician to install a HPWH.

• One plumber said he would do some electrical work himself.

• Five electricians said they would never do any plumbing because their license doesn’t allow it.

• One electrician said he would work with a plumber, but he felt there were plumbers who would install HPWHs without an electrician.

“If I had a heat pump, you'd have to have an electrician come in and run electric to it and all that stuff.”

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C H A L L E N G E S I N O B T A I N I N G E Q U I P M E N T

While availability of HPs and HPWHs may have posed a challenge in the past, the majority of respondents reported they have no problem obtaining equipment.

• Sixteen respondents said they had no problem obtaining HPs or HPWHs when they needed them.

• Five respondents (three of whom were plumbers) said they sometimes had issues obtaining equipment.

• Those respondents who did mention that it was a challenge were less familiar with the equipment or worked outside of city centers.

It’s becoming more and more available as more and more vendors stock them in the Bay area and they stock them for us because we actually purchased enough of them for them to justify stocking a bunch of them. So no, not anymore.

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L I M I T S T O P R O J E C T S C O P E F O R H V A C C O N T R A C T O R S

HVAC Contractors did not feel that a lack of a General Contractor license limited the scope of their projects, but also noted that they would not perform work outside of what pertained to their license.

• Three HVAC Contractors said that they did not feel limited in project scope by their lack of a General B license. Two of these said they would not perform work outside of their C20 license and would refer a customer to another trade if necessary.

• Five HVAC Contractors either also held a General B license, or someone at their company also held a General B license.

• One HVAC Contractor also held a sheet metal license, which he said allowed him to perform building envelope upgrades such as duct work.

This doesn't limit, because we do our trade within the scope of a C20 license. We can do anything pertinent to our trade, running electricity, from the panel, and that kind of thing.

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A G E N D A

1. Methodology

2. Objectives & Key Findings

3. Detailed Findings• Attitudes toward electrification

• Perception of electric equipment

• Barriers to and drivers of adoption of electric equipment

• Receptiveness to policies supporting electrification

4. Recommendations

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O V E R V I E W : A W A R E N E S S O F C A R B O N R E D U C T I O N A N D P O S S I B L E S O L U T I O N S

• Respondents stated that they were aware of California’s carbon reduction goals, but many struggled to name specifics.

• Respondents were interested in the opportunity to participate in training on both California’s decarbonization strategy and electric equipment, as long as they made sense for their business.

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A W A R E N E S S O F C A R B O N R E D U C T I O N P O L I C Y

Respondents brought up California’s carbon reduction goals during conversation, but often could not identify them later and had difficulty tying them to impacts to their industry.

• 27 contractors said that they were familiar with California’s carbon reduction goals. Many of these contractors could not identify specific goals.

• 11 said they were not familiar with California’s carbon reduction goals.

Whenever they change policy, usually the supply house [tells] us because they have to abide by it also. They can't sell equipment that's not allowed. So they'll come out and tell us, "Hey, we're coming out with these new models," and I'm not fixed on any particular system or model, so I don't see how that would affect me at all.

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A W A R E N E S S O F C A R B O N R E D U C T I O N P O L I C Y

Respondents brought up California’s carbon reduction policies during conversation, but often could not identify them later and had difficulty tying them to impacts to their industry.

Identified goals and policies included:• Legislation:

• Assembly Bill 32• California’s Renewables Portfolio Standard

• Codes & Standards• New Construction Electrification Mandate• Net Zero Building Code• Requiring solar for new construction• General changes to code and standards• Car emissions standards• SEER ratings

• Rebates & Incentives• Incentives for Fuel Switching (or lack thereof)• Rebates for solar installation• Incentives for battery systems

• Other:• Time of Use changes for PG&E

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F I N A N C I N G F O R L O W - I N C O M E A N D D I S A D V A N T A G E D C O M M U N I T I E S

Respondents were divided in their opinions on providing financing in order to drive uptake of electric equipment in low-income communities.

• 16 respondents felt that financing would be useful in engaging low-income communities. • Three of these said incentives would be

better than financing• Three said they would be useful if they were

associated with low- or no-interest loans• Those in favor felt that any assistance with

bringing down up-front costs would be useful.

• 9 respondents did not feel financing would be useful.• Four of these felt that low-income end users

did not need to take on additional loans.• 2 respondents also mentioned that utility bill

costs would also need to be reduced along with their upfront costs.

“One thing, that always kind of gets in my craw is when you talk about somebody who's low income, financing is the last thing they should be doing on anything because of the interest rates.”

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S U P P O R T F O R P O T E N T I A L T R A I N I N G S

Most respondents were optimistic about trainings but wanted to make sure they were applicable to their trade, low time commitment, and would positively impact their business.

• 24 respondents stated that they felt a training on California’s decarbonization strategy would be useful. Only three contractors said they did not think it would be useful.

• 6 respondents who felt the training would be useful qualified their answer by underscoring that the training would need to be convenient and make business sense for them, by for example, giving them a leg-up on the green construction market.

“Until people are educated they’re going to keep doing what they've always done. Even with proper education, we're going to have those guys out there that just don't want to change…until they're forced.”

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S U P P O R T F O R P O T E N T I A L T R A I N I N G S

Respondents preferred in-person seminars and webinars as channels for training.

“I'd rather sit down in a classroom and have an instructor helping it out. When it's done in that way, you have an opportunity not only to learn from the instructor, but other people around you that might already be involved in it that have ideas.”

2

2

1

4

2

1

1

2

3

3

4

2

2

5

Permits

Literature

On-DemandVideos

Certifications

Webinar

In-person

General

Electrical

HVAC

Plumber

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A G E N D A

1. Methodology

2. Objectives & Key Findings

3. Detailed Findings• Attitudes toward electrification

• Perception of electric equipment

• Barriers to and drivers of adoption of electric equipment

• Receptiveness to policies supporting electrification

4. Recommendations

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R E C O M M E N D AT I O N S

Support rebates and incentives for fuel switching and for upgrading to efficient electric equipment. Bringing down upfront costs motivates end-users to pursue those options and will help contractors sell this equipment more frequently.

Promote manufacturer training to installers regarding proper installation and maintenance techniques.Improper installation can hinder equipment performance, and misconceptions about the performance of HPs in cold weather or maintenance requirements of HPWHs may prevent installation entirely. It is in manufacturers’ interest to ensure installers understand installation requirements and that the equipment is properly maintained, and the industry should capitalize on these trainings by promoting them to installers.

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R E C O M M E N D AT I O N S

Provide education to installers regarding how electrification and carbon reduction goals impact their business. Installers are interested in learning more about what electrification is and how going green can be cost effective and good for their business.

Educate end-users on the benefits of electrification and efficient electric technologies.Some installers may not want to recommend or install efficient electric equipment until customers are demanding this equipment. Thus it is important to not only educate installers, but also end-users. Furthermore, customers will need to understand different expectations for operating this equipment.

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R E C O M M E N D AT I O N S

Provide low-interest or no-interest financing options to engage low-income end-users. To further assist with the upfront costs associated with electrification, financing options should be made available to low-income households. So as not to place additional monetary burden on these households, low- or no-interest loans should be offered. This could also include the option to pay at least a portion of the loan directly through utility bill savings.

Provide marketing materials and training materials for sales staff and installers. Provide collateral that installers can use both when pitching electric equipment to end-users and when training their own staff. Materials should underscore cost effectiveness of (and available incentives for) electric equipment.

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APPENDIX

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M E T H O D O L O G Y D E T A I L

Sample Details

• 10 HVAC Contractors• Five HVAC contractors also had General B licenses

• 10 Electrical Contractors• Included three industry experts.• Five Electrical Contractors were unfamiliar with HP or

HPWH technology.

• 10 General Contractors• Two General Contractors were Passive Haus consultants

• 9 Plumbing Contractors• Two plumbers worked for a union.• One plumber was also a solar contractor.• Three plumbers had never worked with a HPWH.

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M E T H O D O L O G Y D E T A I L

Sample Sources

• Tri-County REN

• BayREN HomePlus Contractor List

• Association for Energy Affordability

• A handful of contacts from individual Coalition members

• HVAC contacts from SCE programs

• CSLB list – plumbers

• Trade organizations/unions

• Email blasts to members from SMACNA, Efficiency First

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M E T H O D O L O G Y O V E R V I E W

Previous Studies with Similar Results:

• “Customer barriers to residential building electrification as a means to reduce greenhouse gas emissions.” Whitsett, D. (2019). Proceedings of the 2019 Behavior, Energy, and Climate Change Conference. Sacramento, CA. Available at:• https://beccconference.org/wp-

content/uploads/2019/11/whitsett_presentation.pdf

• “Catching the wave: Lessons learned from a heat pump water heater pilot program.” Bond, M. (2019). Proceedings of the 2019 Behavior, Energy, and Climate Change Conference. Sacramento, CA. Available at:• https://beccconference.org/wp-

content/uploads/2019/11/bond_presentation.pdf