Center for Sustainable Energy

Latinos represent 39% of California’s population, but evidence suggests Latino households often participate less in mainstream energy efficiency programs.

CSE led a three-year study – in partnership with Research Into Action, Ghoulem Research and Edward Vine – to investigate how social, cultural and behavioral factors affect the adoption of energy efficiency retrofits. Using a mixed-method approach, the study specifically explored the views and behaviors of Latino single-family homeowners in Fresno and San Diego counties to understand:

  • What they think, feel and act regarding energy efficiency upgrades, including their financing preferences and use of contractors;
  • What marketing and educational strategies will engage them; and
  • What program design strategies will address their priorities and needs.

The research findings were translated into a set of 10 outreach, program design and research recommendations to better serve this important and growing population.

This project was funded by the California Energy Commission through its Electric Program Investment Charge (EPIC) program; match funding was provided by Energy Upgrade California®.

Program Resources

The research findings were translated into a set of outreach, program design and research recommendations


Disclaimer: The views and opinions expressed by outside panelists during this webinar do not necessarily represent the official views or opinions of the Center for Sustainable Energy.

This webinar presents the results of two pioneering California Energy Commission-funded research studies that explore social, cultural and behavioral factors that affect Hispanic household energy use and home improvement decisions-with the goal of helping energy efficiency programs better serve this important audience.

Target Audience

  • Program Funders
  • Public Agencies
  • Local Government
  • Utilities
  • Contractors & Raters
  • Community-Based Organizations
  • Researchers

Webinar Participants

  • Linda Dethman, Vice President, Research Into Action
  • Georgina Arreola, Research Analyst, Center for Sustainable Energy
  • Catalina Lamadrid, Principal, Inova Energy Group
  • Mithra Moezzi, Principal, Ghoulem Research
  • Respondent: Jose Gonzalez, Development and Resource Management Department Sustainable Division Manager, City of Fresno
  • Brandi Turner, Outreach and Energy Innovation Center


 See all CSE Webinar Series

Research Phases

  • Literature review

  • Market characterization

  • Focus groups

  • Structured interviews

  • Surveys

  • Online experiments

  • Field experiments

  • Program & policy recommendations


Program at a Glance