The Hassle Factor as a Psychological Barrier to a Green Home

In order to reach climate goals, policymakers stimulate homeowners to invest in sustainable measures in and around their house. Unfortunately, however, the number of green home measures lacks behind. This article introduces perceived hassle as an important reason for this shortfall. It is claimed that homeowners perceive hassle during different stages of their (customer) journey towards a green home; the awareness stage, the consideration stage, and the decision stage. It is further theorized that people delay taking green home measures in order to avoid the anticipated stress caused by the accumulation of these hassles. Exploring the hassle factor as a psychological barrier to a green home can advance the successful implementation of policies that stimulate sustainable housing. On the one hand, our insights can help homeowners to overcome their obstacles to invest in green measures. On the other hand, they can help policymakers to improve their policies. It suggests de-hassling policy interventions and discusses their effectiveness.