Five A's: Barrier Classification and Market Transformation Program Designfor Energy Efficient Technologies

摘要

This paper presents a methodology developed by the Canadian federal government andNavigant Consulting to evaluate barriers and design market transformation programs for energyefficient products. This methodology, called the 5A's framework, is used successfully in Canadato design effective market transformation programs for residential, commercial and industrialproducts. The 5A's framework enables governments, utilities, efficiency advocates and otherstakeholders to identify and characterize market barriers. Building on the foundation of markettransformation research and programs developed to date, the 5A's framework enablesparticipants to rank barriers and design effective market solutions.The 5A's framework considers all the steps in the value chain from manufacturer to enduser:Availability - does the technology exist? Awareness - does the market know about thetechnology? Accessibility - does the market have easy access to the technology? Affordability –is the technology affordable? Acceptance – are the form, fit and function of the technologyacceptable? Each "A" in the framework represents a critical step along the path of newtechnology adoption in the market place.Once barriers are classified, programmatic solutions are developed to overcome thebarriers to a particular product or technology. Drawing on the wealth of market transformationprograms in North America and Europe, solutions to the 5A's barriers were reviewed –identifying the best programmatic solutions for each of the 5A barriers. The second half of thispaper will discuss how the barrier analysis shaped program development for specific products.The 5A's method has proven to be a sound, workable framework in Canada, and hasfacilitated market transformation program design and evaluation.