User Survey – First Results

Reinhard Doleschal[1], Uta Pottgiesser[2], K B Akhilesh[3], ChitrarekhaKabre[4], Katharina König[5]


Quantitative Energy User Awareness Study in Five Megacities. India´s Well Educated Middle Class goes Green. First Results.


Is India on a sustainable road or not? Between April 2012 and January 2013 a quantitative (paper based) user survey on energy awareness and attitudes was conducted in Mumbai, Bangalore, Chennai, Delhi and Pune during the Indo-German Mela “Stadträume – CitySpaces”. Approximately 1000 visitors of the pavilion of the German Federal Ministry of Education and Research (BMBF) were interviewed about their individual energy consumption, their knowledge ofselected energy issues and energy efficient building design and their attitudes to sustainability. The top 10 results were:

1. The majority of the respondents were members of the well-educated middle class with an individual income in the higher income segments.

2. The higher the income, the higher the willingness to spend more money on energy efficient buildings and housing.

3. Between the cities, no significant differences were found in energy related issues and opinions of the respondents.

4. The quality and the security of the location have top priority for the interviewees.

5. Air pollution is one of the top disturbing factors of the investigated sample.

6. Living in energy efficient residences is very important for most of the respondents, although two-thirds didn´t know exactly the energy consumption of their household.

7. Most of the respondents are willing to spend more money on energy efficient and energy saving building devices, and household appliances and amenities.

8. Most of the respondents voted for a strong extension of public transport opportunities.

9. The attitude towards driving a car was evenly divided into ‘for’ and ‘against’.

10. More than half of the respondents mentioned that energy efficient improvements were much more important than fighting poverty.

All in all, it can be considered thatthe interviewed well-educated middle class population in India´s Megacities – as a limited but never the less important and rising social segment(Shukla 2005, Mawdsley 2004) -is on the sustainable road, although we have identified several inexplicable contradictions in knowledge and awareness as topics for further research.

[1] Professor for Innovation and Management at the Ostwestfalen-Lippe University of Applied Sciences, Dep. of Electrical Engineering and Computer Science.

[2]Professor forBuildingConstructionand Materials at the Ostwestfalen-Lippe University of Applied Sciences, Detmold School ofArchitectureand Interior Architecture.

[3]Professor for Management at the Indian Institute of Science (IISc), Dept. of Management Studies, Bangalore (Karnataka)

[4] Professor forArchitectureat the DeenbandhuChhotu Ram University of Science and Technology (DCRUST), Murthal/Sonepad (Haryana)

[5] (PhD)Research Fellow at the Ostwestfalen-Lippe University of Applied Sciences,Detmold School ofArchitectureand Interior Architecture.

QR Code Business Card