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1 / "##$%&'("%*(%(+,*-.

2 INTRODUKTION "#$%"%&'%(*+,*$-%./-.%$01*(-*$234$3%(%$%&5+6$&*(3'6-578(*&9'%$,0'%$:*5.65%(;*&%5%$'5<$$%%(""%=*7>7??? 022%%$6.;-*&71%G%F0("$%$%(*-#0;6(6-*5+4/"'20H%5"%+6$/$%(%("%6&0%+9$:'6-'5*"03+/(3%$%$'6-"%(.$0-I$% 6.,*$-(0(3'20&"%0-*(3%F/'5*("% /(02*;6(%(:'*-5%(,/$"%$0(3*+-/&03F%"%$(%+6$+I&&%'0("'*5'%$#&*("5-*$2%"%5'*25<$%$7

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`263&/H+6$/$%(0(3:2&0-*63/",02&0(3*+,%",*$%("%%(%$30+6$-%$:'*-5F,6$"*(-*(/("34$#$/3*++*$&032%-07

4 BAGGRUND OG FORM"L *25<$%$7D*..6$5%(F*$;&+6$-4&*50"%(;`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

5 METODE +<&3%("%"*5*'I5a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bN7?P7^?N>c?P7?]7^?N>71*5*%$ 2-:&-(%(+,*-. f%"0%*(*&9'%(%$3%((%-+<$5*+s%%&-/9"%([0%'%:6326$5&i33%$"%(0(+6$-*;6('*2;,05%5'6-`("%';&"%(*&-0("%&03% #6$3%$6-3$<((%,*$-%20&"%$63,*$-%./-.%$7

6 DATALISTE: GENNEMFØRTE INTERVIEWS R*$'8#%&:g*$-%./-.%+*#$02*(h6$%(0(3%( J<$%(D0'%:iB[Vjk f0=f*%&d%/'':+/&"-i3;3:b(%$30'59$%&'%( UF$0';*(X*$#9:1%5C26&630'2%D4" Sm$*(n0&2%:jULf%5%$ X%('M$%"(0(3:U6/(5$9-*(*3%$oiF%$-65%2(02:D6#%$5M6'=F8KJ f6$5%(g%0''16((%$/.:j/(5f%$-8kj A%5%$J<&*(":"%$F*$+4%50('5*&&%$%5%(&/HL;&L,*(",*$-%./-.% R*$'M6%'%(:"%$%$,%"*5/("%$'<3%-/&03F%"%(+6$0('5*&&*;6(*+,*$-%./-.% i6$#%(x%('%(:"%$f*$+4%50('5*&&%$%5%(&/hl;&l,*(",*$-%./-.% f63%('v0%&'%(:"%$f*$+4%50('5*&&%$%5%(&/hl;&l&/h,*$-%./-.% J<$%(l%#'3**$":"%$F*$+4%50('5*&&%$%5%(&/HL;&L&/H,*$-%./-.% f0=f*%&j5%(8("%$'%(:"%$%$,%"*5/("%$'<3%-/&03f%"%(+6$0('5*&&*;6(*+,*$-%./-.% A%5%$l*('%(:1*('2g*$-%J%$,0=%8KJ J<$%(D*'-/''%(:ggJ<$%(D*'-/''%(jKJ J5%%(V0%&'%(:J<("%$/.J-%"0%63ggJ R*$'X/&A%"%$'%(:J5%%(f**'5$/.ggJ8.J U&*/'l9#%&:l9#%&ggJ X<$3%(n0'#6$3:8"-710$%25<$:T[

7 ET FOKUS P" KUNDEREJSEN %2'0'5%$%("%,*$-%20&"%;&%5,*$-%./-.%*(&I371%$+6$.$I'%(5%$%'%(F6&0';'2*(*&9'%:"%$#%&9'%$"%(6.&%,%"% J4&%"%'0(""%&%'$*..6$5%('*(*&9'%0+%-+*'%$:"%$$%.$I'%(5%$%$+6$'2%&&03%'5*"0%$*+2<#'.$6=%''%(7l,%$+*'% 2*$*25%$0'%$%'*+%($I22%2%("%5%3(:"%$.$I'%(5%$%'0F,%$5*+'(05'#%39("%&'%710''%2%("%5%3(%$0"%(;`=%$%5.4 #*33$/("*+*(*&9'%(:63"*((%$'4&%"%'#*33$/("+6$$*..6$5%('26(2&/'06(%$63%("%&03%*(#%+*&0(3%$7

8 KUNDEREJSENS FEM FASER M(*-.NO.P-G.K(<.-%.9(<#-'&+:-I.*"#.;$%G-<-<. M(*-.TO.P-G.*'(+.$:*'&U-.#&%.9(<#-'&+:-. M(*-.QO.P-G.*LG-<.&%;"<#("%."#.9(<#-C$#C-<. [CMJADTUBJ M(*-.RO.P-G.D(G-<.'"%D('D.+.-%.<H:G&9-<.?.&%*D(++(DL<. M(*-.SO.P-G.K(<.;H-D.&%*D(++-<-D.-%.9(<#-C$#C-.

9 FASE 1 [%("%5%3(a B5,0'56,%$6$"(%52%("'2*#;&*&5%$(*;,%,*$-%20&"%$63,*$-%./-.%$ '.%=0`25#&*("5F/'%@%$% f*(3&%("%0(=05*-%(5;&'20h+6$"0"%((/,i$%("%&<'(0(3,0$2%$ R0&&%%2'5%$(.4,0$2(0(3*+#6&03%@%$(% g*$-%./-.%$+9&"%$-%3%5&0"50-%"0%$(% X%3F*$%(,*$-%20&"%:'6-+/(3%$%$

10 MEDIEDÆKNING j("%(+6$"%'%(%'5%n^-4(%"%$%$,*$-%./-.%$#&%,%5(i,(50=*7^>??*$;2&%$.45,i$'*+&62*&%63(*;6(*&%-%"0%$7 j-0"&%$;"%$"%$5*&%6-*&5+$**$;2&%$6-3$<(6-';&&0(3;&&62*&%=*'%lf0'56$0%$7j4&%"%'6.&%,%$,*$-%./-.%$%(,0'.$%''%"i2(0(3:-%("%(%$+$*3-%(5%$%563/"%('*--%(fi(37 &<'(0(371%$+6$#0"$*3%$#/"'2*#%$(%022%;&*5'2*#%2%("'2*#63-6;,*;6(;&0-.&%-%(5%$0(3*+,*$-%./-.%$7j"% '%(%'5%N^-4(%"%$F*$"%$,I$%50*&5N?*$;2&%$0(*;6(*&%-%"0%$:"%$F*$,I$%5,0(2&%5'4"%2/((%-6;,%$%&I'%$%(;& *5'%.4-/&03F%"%$(%0,*$-%./-.%$7A4(I$p(*$;2%&0M7i7:%$*&&%"0''%*$;2&%$/"26--%50X9&&*("'LA6'5%(71%$+6$,/$"%$%'.$%''%"I2(0(3%('6-,I$%("%&*,:'%&,6-^>??*$;2&%$/-0""%&#*$52*(,0$2%'/#'5*(;%&57 +$*3-%(5%$%"%71%5%$"%$+6$59"%&035:*5"%$022%%$%(266$"0(%$%5.$%''%'5$*5%30#*30("'*5'%(7

11 OVERBLIK: OMTALE I NATIONALE MEDIER 1*56 D/#$02 f%"0% J%2;6( g0(2%& b?7?]7nr 1%2&63%&<'(0(3%$%$F%$*&&%$%"% X9&&*("'L A6'5%( Nb7?O7Nr 1%5'2*&"/,0"%6-&*,%(%$30F/'% X9&&*("'L A6'5%( NO7N?7Nr "(95F*,%(;&6.,*$-(0(3 X9&&*("'L A6'5%( M6&03%(%$30 V9#933%$0 B@%("6-'L *,0'%( g0f*$'.*$%&<'(0(3%$(%:'03%$59.%f/'26('/&%(5+6$j=f(%0"%$b&%=5$0=:(/'2*&,0#*$%,i$% #%"$%;&*5#$/3%"%- S/0"%;&F,6$"*(-*(+4$%5&*,%(%$30F/'/"%("%5#&0,%$+6$"9$5 g%@&%"(0(3;&,*$-%./-.%&<'(0(3 ^Q7N?7Nr 1%5%$+$9"0-0(%<$%$:(4$"%5 $%3(%$ X9&&*("'L A6'5%( M6&03%(%$30 D*"06,I$5,0'%$$/("50'05&*,%(%$30F/'-%"#&7*7,*$-%./-.%:@6$",*$-%*(&I33%5.$I'%(5%$%' Nr7N^7Nr 8*$F/'+<$'5-%"'%&,+6$'9(%("% #6&03%$ X9&&*("'L A6'5%( B@%("6-'*,0 '%( jm$*#$*("%$p^'%&,+6$'9(%("%#6&03%$6.+<$5l#&7*7-%",*$-%./-.%$71[s''5<$'5%.$6"/=%(5:a*(*'6(0=:+6$2&*$%$+6$"%&%(%,%",*$-%./-.%$7 N>7?^7N> S0,%(%$30$%(6,%$0(3%(%5 6$"%(5&035;&'2/" X9&&*("'L A6'5%( M6&03%(%$30 X9&&*("'LA6'5%(,0'%$:F,6$"*("/+4$;&'2/";&%(%$30+6$#%"$%("%;&5*37 N>7?^7N> \*-0&0%(M@<$('2*#5%%5&9'5F@%- X9&&*("'L A6'5%( ^r7?r7n> A4$/("5/$j,*$-%20&"%$(% X9&&*("'L A6'5%( ^r7nr7n> [6-#0(%$"0(%%(%$3020&"%$jF/'%5 X9&&*("'L A6'5%( M6&03%(%$30 M6&03%(%$30 M6&03%(%$30 \*-0&0%(M@<$(,0'%$$/("50"%$%'&*,%(%$30F@%-:F,6$"%#&7*7F*$%(,*$-%./-.% XA3/0"%$;&:F,0&2%,*$-%20&"%$"%$`("%':63.$I'%(5%$%$+6$"%&%K/&%-.%$ g%@&%"(0(3;&,*$-%./-.%&<'(0(3 Nb7?P7N> M0&&0355$/-+%$3$<(5 M7i7 1*('2%$(%,I35%$<26(6-0F%('9(5/(3%$%%("-0&@<F%('9(:(4$"%6,%$,%@%$*50(,%'5%$%0 3$<(%(%$30:,0'%$/("%$'<3%&'%+6$VDSj63J.*$V6$"7j*$;2&%('54$"%$:*5"%56H%'52*( #%5*&%'03$%(5<26(6-0'2*5%(%$30$%(6,%$%7

12 MEDIEANALYSENS KONKLUSION 0(+6$-*;6(:(4$#%F6,%5%$%$2%("57 8(*&9'%(,0'%$:*5"%$2/(%$-%3%5#%3$I('%526--/(02*;6(:"%$34$.4*5'2*#%%5#%F6,c*&5'426--/(02*;6(:"%$2*( -6;,%$%;&*5,I$%(9'3%$$03%H%$+7%2'7qF,*""%5(/%$-%""%"%$,*$-%./-.%$tq7[6--/(02*;6(%(%$.$0-I$5"$%,%5 *+AD:'6-36"5(62'2*#%$2%("'2*#F%$63(/:-%(%$-*('6-&I'%$022%%(0q*2/5q'05/*;6(:6.&%,%$-*(022%:*5 26--/(02*;6(%(%$$%&%,*(578&5'4%$26--/(02*;6(%(.4(/,I$%("%;"'./(25022%%("$0,%("%+*256$+6$0('5*&&*;6(*+,*$-%./-.%$01*(-*$27

13 HVAD FORBINDER HUSEJERNE MED VARMEPUMPER? r>u r?u rnu b>u b?u ^>u ^bu ^?u N>u N?u Ou NQu Ou >u ^u?u B(59.0'2,*$-%20&"%0 %5'6--%$F/' B(2*''%:"%$%$.&*=%$%5/"%(.4 F/'%5:63'6-2*(.$6"/=%$%,*$-&/H;& #$/3+6$6.,*$-(0(3 B(6.,*$-(0(3'20&"% '6-*&5%$(*;,;& 6&0%+9$:3*'+9$%&&%$%&L 6.,*$-(0(3 [%("%$022%;&,*$-%./-.%$ 8("%5 g%"022% 8(5*&0(5%$,0%_'aN]P^

14 VIDENSNIVEAUET I BEFOLKNINGEN 8(*&9'%(,0'%$:*5"*('2%$(%F*$%56,%$6$"(%52%("'2*#;&gBL5%2(6&6307f%('%&,6-"*('2%$(%F*$%(3$/("&I33%("%0"% 6-F,*"%(,*$-%./-.%%$:%$"%52,*&0`=%$%"%2%("'2*#&*,57B(,*$-%./-.%+6$#0("%';5-%""%#0&&03%$%&/HL;&L&/H *(&I3:"%$F*$6.&%,%5'5<$'5%2'.6(%$0(30"%'%(%$%4$7J4&%"%'%$"%$022%3%(%$%&+6$'54%&'%+6$+6$'2%&&%(0-%&&%-"% %(2%&5%5%2(6&630%$:63+6&2F*$',I$5,%"'%&,*526#&%#%F6,%5+6$%((9,*$-%20&"%-%",*&3%5*+%(,*$-%./-.%7.V"#$%"&'("$*$+,-$./0,"12,1"03$+-'/&$&4#*"$*256*6*25$'"0$+7''"0$7$+4,,"082+"3$9:0$;"#$<%$7&+(/**"0"($,7($/&*=#>$?"&$ '"$/&'0"3$'"$+(40"$&4#"&3$'",$%"&'("$;"#$7%%"V.. dl/'%@%$e.. R03%&%"%',0'%$*(*&9'%(:*5,*$-%./-.%5%2(6&630%('@I&"%(56.5$I"%$0F/'%@%$(%'#%,0"'5F%":+<$%5*2/5#%F6,6.'54$7 8&5'4%$"%5+<$'5(4$%5+9$34$0'5922%$:%&&%$%(5*(2'2*&/"'20H%':*5,*$-%./-.%$#&0,%$$%&%,*(571%G%%$59"%&0350 7$A/&,/0%$'"0$(040$;"#3$/($D".7'+(8"'"&$4,%07&#$'"&$8"0$EF6("%&4*4#7$"0$07&#"@$$ dj('5*&&*5<$e

15 DEN MARKEDSRETTEDE KOMMUNIKATION 8(*&9'%(,0'%$:*526--/(02*;6("%$F*$;&+6$-4&6-*5FI,%"%53%(%$%&&%,0"%('(0,%*/6-2$0(3,*$-%./-.%$0 d[6('/&%(5e %H%$'6-(%56.2%("'2*#%$%(+6$/"'I5(0(3+6$;&,*&3%5*+,*$-%./-.%5%2(6&630%(7 da$6"/=%(5e

16 EN KOMPLICERET TEKNOLOGI? da$6"/=%(5e i%2(6&630%(0("%(+6$,*$-%./-.%$f*$/",02&%5'03"$*-*;'26,%$"%'%(%$%4$7j4&%"%'%$-*(3%.$6#&%-%$:"%$'5*"03 d[6('/&%(5e

17 FASE 2 [%("%5%3( l/'%@%$(%.4#%39("%$+<$'50(+6$-*;6(''<3(0(3%(:(4$"%f*$%5%$2%("5 #%F6,+6$/"'20H(0(3*+,*$-%20&"% 1%5%$022%%(59"035F,0&2%(0(+6$-*;6('20&"%F/'%@%$%(,I&3%$ \6$'2%&&03%,0"%('(0,%*/%$'2*#%$,*$0%$%("%-<('5$%00(+6$-*;6(''<3(0(3%( M6&03%@%$(%2*("%&%'6.056*$2%59.%$a q1%(#%,0"'5%#6&03%@%$q63 q1%(/,0"%("%63/'02$%#6&03%@%$q X%3'2*&/"'20H%-0(,*$-%20&"%

18 UDGANGSPUNKT FOR INFORMATIONSSØGNING +<$'5#%39("%$*50(5%$%''%$%'03+6$,*$-%20&"%$63,*$-%./-.%$:(4$"%%$5,/(3%5;&"%571%52*(+7%2'7,I$%%( d[6('/&%(5e 8(*&9'%(,0'%$"63:*5"%5022%2/(%$%5"%+%25+9$:"%$-6;,%$%$%(*2;,0(+6$-*;6(''<3(0(37v$'*3%$(%%$+$*3-%(5%$%"% A"0$%/&$.=0"$,/&#"$-0+/#"0$*3$/($"&$%2&'"$8"&."&'"0$+7#>$A"0"+$9G07&#+:%4&4,7$%/&$.=0"$'-0*7#3$'"$8/0$,2*7#.7+$8:0(3$ dj('5*&&*5<$e 2*(%(+6$%'54%("%/"'20H(0(3*+%56&0%+9$:26-#0(%$%5-%"<('2%56-*5+6$#%"$%#6&03%('%(%$30-I$2%:,I$%

19 KILDER TIL INFORMATION -%"%3%($%'%*$=F.40(5%$(%G%57 '"($#=*'"0$107,=0(3$&-0$,/&$CRJS$+%75"$/&*=#@.. d[6('/&%(5e 1%5%$%(+I&&%'(I,(%$:*5*&&%F/'%@%$%.4%5;"'./(250.$6=%''%(5*3%$26(5*25;&%(0('5*&&*5<$:"*"%5%$0('5*&&*5<$%$(%: "%$0'0"'5%%("%'54$+6$0('5*&&*;6(%(*+*(&I33%57j-0"&%$;"%$"%$+6$'2%&.4:F,6$(4$%(0('5*&&*5<$26(5*25%'7j(63&% ;&+I&"%$0(3%$F/'%@%$%(;&"%(&62*&%,,'w%$:'4'(*$5#%F6,%5+6$%(/"'20H(0(36.'54$7j*("$%0("34$/"'20H(0(3%(*+,*$-%20&"%('6-%(&%"0%('5<$$%%(%$30$%(6,%$0(3:F,6$+6$0('5*&&*5<$%(+<$'526(5*25%':(4$"%$%$#%F6,+6$%526(2$%5 '",$'"0$8/0$.=0"($1-$&"H"($4#$04'"$4#$0/#"3$4#$'",$'"0$"0$8"*($D*/&%"@$$ dj('5*&&*5<$e

20 HVOR SØGER HUSEJERNE INFORMATION? Q?u >?u rou r?u b?u ^?u N?u?u ]u NQu ^]u Ou NQu ^Ou ^^u bu N?u 8(5*&0(5%$,0%_'aN]P^ \&%$%',*$;&&*"5

21 HVOR SØGER OLIEFYRSEJERNE INFORMATION? Q?u >?u r?u b?u ^>u bnu ^>u rbu ^?u N?u?u Ou ru Pu NNu bu NQu 8(5*&0(5%$,0%_'aQ^ \&%$%',*$;&&*"5

22 HVOR SØGER GASFYRSEJERNE INFORMATION? Q?u >?u >^u r?u b?u ^?u N?u?u Qu ^^u b^u Qu Qu bu NOu bu N?u 8(5*&0(5%$,0%_'a^rQ \&%$%',*$;&&*"5

23 MØNSTRE I INFORMATIONSSØGNINGEN 1%$6#'%$,%$%''56$%+6$'2%&&%0+6$F6&";&#4"%,0"%('L630(5%$%''%(0,%*/#&*("5F/'%@%$(%7j-0"&%$;"2*(56*$2%59.%$ 0"%(;`=%$%':F%(F6&"',0'5q"%(#%,0"'5%#6&03%@%$q63q"%(/,0"%("%63/'02$%#6&03%@%$q710''%3$/..%$F*$+6$'2%&&03% 940$'"$%/&$7%%"$D/0"$87H"$2'$/9$'"(>$C-$"0$'"0$+"*.9:*#"*7#$7&#"&7:0(G1"0&"3$+4,$8/0$'"($8"*"$1-$<&#"0+17'+"0&"3$"**"0$8/0$ 8/5$VW$/&'0"$7&+(/**/(:0"0$2'">$C%4*"*=0"0&"$%/*'"0$.7$'",$7$'/#*7#$(/*"" dj('5*&&*5<$e \6$'2%&&%(0-%&&%-"%56*$2%59.%$26--%$;&/"5$92.4#*33$/("*+-<('5$%50"%$%'0(+6$-*;6(''<3(0(378&5'4%$ F/'%@%$(%',0"%('L630(5%$%''%(0,%*//"'&*3'30,%("%+6$-4"%(F,6$.4"%$'<3%'0(+6$-*;6(7f%('"%(#%,0"'5%#6&03%@%$ 34$'9'5%-*;'2;&,I$2':633%$(%F*$F6&"(0(3%$;&5%2(6&630%(:%$"%(/,0"%("%63/0(5%$%''%$%"%#6&03%@%$/'022%$7 1%G%'2*#%$+6$'2%&&03%(0,%*/%$00(+6$-*;6('#%F6,%5:F,6$+6$-<('5$%500(+6$-*;6(''<3(0(3%(,*$0%$%$+$*F/'%@%$;& F/'%@%$7

24 HVOR FIK DU BEDST INFORMATION? Varmepumper I helårshuse: Barrierer og erfaringer blandt danske husejere. Energistyrelsen (2010 X6$",*$-% R/HL;&L,*(" i65*& l6'0('5*&&*5<$ bqu bpu b>u l6'%(%$30$4"30,%$% NOu N^u N]u j#933%-*$2%"%$ bu ]u bu A4(%G%5 bqu ^Pu b>u l6',%((%$63#%2%("5% ^Nu ^^u ^Nu j*,0'%$63;"''2$0h%$ Pu ru Qu 8("%5 NQu NQu NQu g%"022% ^u NQu ru 1%G%/""$*3*+%($*..6$5+$*B(%$30'59$%&'%(/("%$'5<G%$#0&&%"%5*+%(+$*3-%(5%$%5$4"30,(0(3''<3(0(37R03%&%"%',0'%$ /("%$'<3%&'%(:*5"%$%$+6$'2%&.4F,0&2%20&"%$:"%$F*$2/((%56.+9&"%+6$'2%&&03%F/'%@%$%'0(+6$-*;6('#%F6,7f%(' /&D"9/*"0$,/&$7$'"&$+7(2/4&3$8./'$/&D"9/*"0$,/&$7$94084*'$*$,7($82+Y$A"($"0$'"&$#27'/&K"3$+4,$;"#$,/&#*"0@$ dl/'%@%$e

25 TO ARKETYPER l*$2%("'2*#63f6&"(0(3;&,*$-%./-.%5%2(6&630 B$<26(6-0'2#%,0"'5 g%"#%f6,+6$ (9,*$-%20&"% l*$<('2%6-%(-6"%$(%: %(%$30%Z%2;,,*$-%&<'(0(3 l*$<('2%6-%(q'022%$q &<'(0(3 l*$f/':"%$%3(%$'03;&,*$-%./-.%&<'(0(3 l*$%5#%3$i('%52%("'2*#;& g*$-%./-.%5%2(6&630 B$<26(6-0'2/'022%$

26 ET BLANDET VIDENSNIVEAU &<'(0(371%%$6.-I$2'6--%.45%2(6&630%('-/&03F%"%$63#%3$I('(0(3%$:&03%'6-"%6H%,0&,I$%0'5*(";&*5/"+6$"$% 6-2$0(32,*&05%5%(*+"%(-6"5*3(%$4"30,(0(371%G%%$'*--%(FI(3%("%-%"%5&*,5,0"%('(0,%*/:63%(+<&%&'%*+ "#$"0$&4%$,"+($*$'"&$*256*6./&'3$,"&$;"#$"0$+(/'7#$,"#"($2+7%%"0$1-3$8./'$'"($D"(G'"0$940$,7#3$8.40'/&$.=*#"0$;"#$'"($

27 FASE 3 [%("%5%3( 1%$`("%'-*(3%36"%,%@&%"(0(3%$ i%("%(';&6.&%,%5q0(+6$-*;6(6,%$&6*"q j(26('0'5%('00(+6$-*;6(%( f*(3%&.4'.%=0`2$4"30,(0(3:"%$5*3%$f%('9(;&"%(%(2%&5%''05/*;6( [6--/(02*;6(%(%$.$6"/2h62/'%$%5635%2(0'2 1%5%$022%%(59"035:F,6$-*('2*&'<3%F@I&. X%3'<3%$0(+6$-*;6(6-,*$-%./-.%$

28 DER ER MANGE KOMMUNIKERENDE AKTØRER 8(*&9'%(,0'%$:*5"%$%$,0$2%&03-*(3%+6$'2%&&03%*25<$%$:'6-*2;,526--/(02%$%$6-,*$-%./-.%$7M/"'2*#%$(%%$ +$*3-%(5%$%"%:63'.I("%$+$*.$6"/2;(+6$-*;6(;&.$0'26--/(02*;6(633%(%$%&$4"30,(0(371%$%$'56$+6$'2%&.4"% @"#$+G&"+$7%%"3$/($'"($"0$%*/0(3$'"&$7&940,/4&$,/&$9-0$90/$F&"0#7+(G0"*+"&>$A"$8/0$"&$,/++"$104'2%("0$+4,$"0$#4'%"&'(3$,"&$;"#$+(-0$92*'+(=&'7#$/93$940'7$;"#$7%%"$%/&$<&'"$4."0D*7%$4."03$8./'$'"0$"03$+4,$;"#$+%/*$*=##"$.=#($1->$"#$+G&"+$7%%"3$ S%((%-34%("%%$"%5:*526--/(02*;6(%(+62/'%$%$.4"%5%2(0'2%*'.%25%$*+5%2(6&630%(78&5'4%2'0'5%$%$-%3%5*+ da$6"/=%(5e

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ØRER T,%('54%("%6,%$#&020&&/'5$%$%$"%5'56$%*(5*&*+26--/(02%$%("%*25<$%$.4,*$-%./-.%-*$2%"%571%$/"6,%$ 0&&/'5$%$%'+6$'2%&&03F%"%(*+"%26--/(02%$%("%*25<$%$7

30 INFORMATION OVERLOAD 6,%$'2/%-I(3"%(*+"%(;&3I(3%&03%0(+6$-*;6(:&03%'6-"%F*$',I$5,%"*5"0Z%$%(;%$%0-%&&%-"%26--/(02%$%("% '2$(/#"$8"&+G&$*>$Z#$8.7+$'"($+-$"0$'"($8"03$+-$+%/*$'2$.=*#"$+-'/&>$A2$+%/*$.=*#"$'"($1-$D/##02&'$/9$'"($8"03$4#$'"&$8"0$ 1-$#02&'$/9$&4#"($/&'"(>$C-$.7**"$'"&$#27'"$,7#$7$#"&&",>$[-0$;"#$+-$8/0$92&'"($2'$/93$/($'"($"0$"&$./0,"12,1"3$+4,$'"($

31 VARMEPUMPE SWAHILI R/HL;&L&/H R/HL;&L,*(" X6$"L;&L,*(" j("%l"%& "%L"%& T-,%("52<&%'2*# i65*&&%,%$*("<$ J%$,0=%%H%$'9( v$',0$2(0(3'3$*" [ft36"2%("50('5*&&*5<$ g*$-%./-.%6$"(0(3%( gatl0('5*&&*5<$ g*$-%%z%25 JBBDdJ%*'6(*&B(%$39Bx=0%(=9$*;6e [&0-*;&.*'(0(3 M$/3',*("',*$-%./-.% 10-%('06(%$0(3 i0&#*3%#%5*&0(3';" B(%$30'%&'2*#%$(%''.*$%0("'*5' l4(",i$2%$&0'5%( B(%$302&*''% DrN?8 g*$-%2*#%& T-$4"%r i0&'&/5(0(3'.&035 UTAL,I$"0 JUTAL,I$"0 g*$-%+*256$ \$%-&<#'5%-.%$*5/$ g*$-%./-.%&0'5%( gbl0('5*&&*5<$%$ M6'=FU&0-*5%A*$5(%$' M%F6,''59$0(3 \6$"*-.%$ B(%$30$4"30,(0(3 5*(2%$(%7f*(3%*25<$%$+6$2&*$%$+7%2'7F,6$"*(%(,*$-%./-.%+/(3%$%$'6-%5q6-,%("52<&%'2*#q7j-0"&%$;"3&%--%$ -*(*55*3%F%('9(;&:*5%52<&%'2*#+6$-*(3%-%((%'2%$%$%(q#&*=2#6yq71%5,0&'03%:*5"%022%F*$+6$'54%&'%:+6$ F,6$"*(%52<&%'2*#$%(5+*2;'2,0$2%$71%$+6$+6$'54$-*(022%*(*&630%(:635%2(6&630%(+6$#&0,%$/+6$2&*$&037

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dj('5*&&*5<$e

33 EN TYPISK GOOGLE-SØGNING B('<3(0(3.4,*$-%./-.%q.$6"/=%$%$=*7 P?r7???$%'/&5*5%$ l,%- -*$2%"'+<$%$ %3%(5&035F,*"t *+%(&*(3$I22% +6$'2%&&03%*25<$%$ 1%$%$%(-%3%5 '56$.$0''.$%"(0(3: +6$"0&/HL;&L&/H: '*-;"03 1%$"0Z%$%(;%$%' 022%-%&&%- +6$'2%&&03 5%2(6&630 +6$'2%&&03%$%'/&5*5%$:,0'%$%2'%-.&%5F,6$0(26('0'5%(5/"5$922%5%$:63F,6$-*(3%*25<$%$"%$*2;,526--/(02%$%$;&

34 DEN LANGE FORKLARING +6$,0$$%("%7f6"'*50&&/'5$%$%':.4"%5+<&3%("%'&0"%:%('0-.%&632&*$#%'2$0,%&'%:"%$'02$%$(%-+6$'54%&'%63*..&02*;6(7 1%((%'/..&%$%'%H%$+<&3%("%*+%(+6$#$/3%$$%G%5#%'2$0,%&'%*+,*$-%./-.%5%2(6&630%(7 K/;,,30,#$%?(7/0421,?81?,4,72'1(6,,6,>'/./','&*+;83,'L6421,?81?,01,7,0,61(6,+3?+78>L+0,02*81421,+3421'42074,75I96?2*',1?,2'8M ,?81?,?(&211,1(7,&+17,T07,&,0&'207271,'+7,L62';,&',11,;,0R/0*+;83,'*+,0;/6<%(7,01(7,>2078&211,06/30,*+&>,66/3,421,?81?,+3*+&>,66/3, &>,0+36,',1?,2'8*267?(.2<`3<#/?+.,&&,01,66,1421,?81?,+37,+1>/036/33,07,&S&',1,<G,*+;6/4,7,0',+,L&>,#$%091,,a#$%b^M`QAcE_[HBM^M` 4+,&&S&',1;,,30,4/7,087*21(6/03,2*,6+3421,*+;83/0>6<,6*+;83L6./>862L+0&?81?,+34,7>+0>,',7/J&1:0&',ggg

35 DEN KORTE FORKLARING #$%^#+,-./,0'$*%,*+120.,_>267,&421,*2>'+?(720&><#$%T07,&4,72'7/4/7,,

36 DEN FORBRUGERRETTEDE BESKRIVELSE ik21,?81?,0'9>>,421,872*68j,0+3i+7,0 +3;83,7,'L62'+?421,7/'58&"

37 BARRIERENEDBRYDENDE KOMMUNIKATION j"%(-*$2%"'$%g%"%26--/(02*;6(%$"%559"%&035:*5"%+6$'2%&&03%*25<$%$%$6.-i$2'6--%.4"0''%#*$$0%$%$7j4&%"%' *"$%''%$%$-*(3%*((6(=%$"0''%#*$$0%$%$:-%(.$6#&%-%5%$;5:*5-*(+62/'%$%$.4%5+6$F6&"63"%$-%"6,%$'%$*("$% #%59"%("%+*256$%$7j"%(*("%(3$<H%$"%$-%3%(26--/(02*;6(:"%$,0&*&5+6$-%3%57J4&%"%'.$<,%$-*(.4%(3*(3*+ 6-5*&%;&'2/"'6$"(0(3%$:$*#*5:5%2(6&63063<26(6-0'2%0(=05*-%(5%$7

38 BAGGRUND FOR PRODUKTKOMMUNIKATION %(2%&5%.$6"/25.4%5-*$2%":'6-%$.$I3%5*+%(6$-5-*(3%+6$'2%&&03%.$6"/25%$7 +62/'%$%'.4+*256$%$'6-UTAL,I$"0:&9"(0,%*/%&&%$,*$-%%Z%257j-0"&%$;"6,%$'%$"%((%;&3*(3"%5$%%&&% 26--/(02*;6(%((%-50$$%&%,*(57 1%$+6$'%'%5#%F6,+6$*505*&%'IG%,*$-./-.%$.4%5-%$%6,%$6$"(%5(0,%*/78&5'4%(05*&%'IG%&'%*+"%6,%$6$"(%"% +6$"%&%,%"%(,*$-%./-.%:"%$%$3I&"%("%+6$*&&%.$6"/25%$71%G%%$022%(<",%("03,0'%(6.3*,%+6$"%%(2%&5%.$6"/=%(5%$:-%("%5%$%(2&*$.$6#&%-*;20+6$F6&";&"%(%2'0'5%$%("%26--/(02*;6(.4,*$-%./-.%-*$2%"%57

39 HVAD AFHOLDER HUSEJERNE FRA SKIFT TIL VARMEPUMPE? r?u b>u b?u ^>u ^?u N>u N?u >u?u bpu Ou >u ru Pu N?u NNu Qu Nbu NPu Nru 8(5*&0(5%$,0%_'aN]P^ \&%$%',*$;&&*"5

40 KOMMUNIKATION I MANGE RETNINGER

41 TEKNOLOGIEN FORKLARES FORSKELLIGT

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48 VARMEPUMPER ER IKKE ALTID DEN BEDSTE LØSNING 8(*&9'%(,0'%$:*5"%$#&*("50('5*&&*5<$%$(%3%(%$%&5%$%(.6'0;,F6&"(0(3;&,*$-%./-.%$'6-5%2(6& %(%$ -*(3%:*5-*(#<$26(=%(5$%$%'036-*5/"'20H%/F%('035'-I''03%6.,*$-(0(3'20&"%$-%"-6"%$(%5%2(6&630:'(*$%$% 07##"$.7'"&$940$'"&$"&%"*("3$'"($8/0$94*%$+.=0($."'$/($.20'"0">$A"($"0$'"0$;"#$,"&"03$/($F&"0#7+(G0"*+"&$9";*"0$92*'+(=&'7#>$ dj('5*&&*5<$e #/+%"'"*3$'"0$"0$D02'($&"'3$+-$%/&$;"#$+%75"$'"&$940$eW>WWW>$C-$8/0$'"$"&$8"*$&G$%"'"*$7$8G1"0,4'"0&"$(G+%$%./*7("($ 7&%*2+7."$&G$./0,(./&'+D"84*'"0>$C-$+%/*$'"$7%%"$(=&%"$1-$'"($'"$&=+("$$-0>$C%/*$;"#$+=H"$"&$./0,"12,1"$7&'$,"'$ +/,,"$G'"*+"3$;/,"&$+-$%4+("0$'"&$,"**",$VWW$4#$VfW> dj('5*&&*5<$e

49 FORSKELLIGE HOLDNINGER S%(%$%&5%$0('5*&&*5<$%$(%+6$5*&%$%+6$%(-%$%.$*3-*;'2;&3*(3;&/"'20H(0(3%(*+,*$-%20&"%$71%505*&%'IG%':*5%5 7$F&"0#7+(G0"*+"&$:0"03$/*(+-$"($&G($4*7"9G0>$A"($%/&$9/%+%$.=0"$'"&$D"'+("$*:+&7&#>$?-+%"$'"$"0$D"'0"$(;"&($,"'$"&$ dj('5*&&*5<$e *+%(,*$-%./-.%71%G%%$%(,*&0".60(5%:0"%50('5*&&*;6(%(*+%(,*$-%./-.%%$#&*("5"%*&&%$"9$%'5%&<'(0(3%$.4 -*$2%"%57j$*("6-$4"%$(%:F,6$F/'.$0'%$(%3%(%$%&5%$&*,%:2*("%5'4&%"%',I$%/+6$F6&"'-I''035"9$5*5+40('5*&&%$%5 %(,*$-%./-.%7 "d"&"0"*($"0$.7'"&+&7."/2"($*/.(>$f.(>$#0/."/0d";'"$+%0=,,"0>$c/,'7#$"0$17**"9g0$"($n#4'(o$d7**7#($/*("0&/.3$+4,$"0$,"0"$ $Z#$"&$+(40$'"*$/9$'",$D"<&'"0$+7#$7$4,0-'"03$8.40$107+"0&"$"0$+-$*/."3$/($'"($7%%"$"0$0"/*7++%$/($2'+%75"$$ dj('5*&&*5<$e

50 PRISEN P" INSTALLATIONERNE V%56..$0'%(.4+6$%(,*$-%./-.%%$%(*+"%F%&5'56$%#*$$0%$%$+6$/"#$%"%&'%(*+,*$-%./-.%$01*(-*$278(*&9'%( d[6('/&%(5e &:'($*$/($+"$"($9/*'$7$107+"&>$A"($"0$+7,1"*(8"&$/*($940$'G0(>$E7$+%/*$&"'$1-$Xh6iW>WWW3$,"0"$+%/*$'"$7%%"$8/."@$$ +"*."$12,1"&$%4+("0$,-+%"$eW6eh>WWW$%0>$4#$+-$D:0$"&$*:+&7&#$%4+("$*/&#($2&'"0$VWW>WWW$%0>$$ C1"K7"*($&2$8.40$4*7"107+"&$"0$*/.@. d[6('/&%(5e 1%5%$*(5*3%&035:*5.$0''I5(0(3%(F*$%(,0''*--%(FI(3-%""%(/'022%$F%""%$6#'%$,%$%'0+6$F6&";&0('5*&&*;6(63 $4"30,(0(36-2$0(3,*$-%./-.%$7\6$"0"%(%(2%&5%0('5*&&*5<$+6$5'*50('5*&&%$%$+4,*$-%./-.%$6-4$%5:0("'IG%'%( +6$F6&"',0'5F<@'022%$F%":F,0&2%5%$-%";&*5"$0,%.$0'%(6..4"%(%(2%&5%0('5*&&*;6(7

51 INKONSISTENS I TILBUDSGIVNINGEN g*$-%./-.%$jf%&4$'f/'%am*$$0%$%$63 %$+*$0(3%$#&*("5"*('2%F/'%@%$%7 B(%$30'59$%&'%(d^?N?e ^i0&#/" b%&&%$e%$%;&#/" J56$+6$'2%& b?u bpu V63%(+6$'2%& r>u rqu j(3%(+6$'2%& ^>u NPu j$4"30,(0(3'+*'%(6#'%$,%$%'9"%$&03%$%%(/"5*&5.$6#&%-*;20+6$f6&";&;&#/"'30,(0(3:"%$&03%&%"%'$%&*5%$%$'03;&.$0''i5(0(3%(7l/'%@%$(%0("f%(5%$3%$(%;&#/"+$*+$*e%$%+6$'2%&&03%&%,%$*("<$%$:-%("0''%;&#/"'5%--%$'@i&"%(5 6,%$%('7J4&%"%'6.&%,%$F/'%@%$(%'56$%/"',0(30.$0'%$(%.4%('&9"%("%0('5*&&*;6(%$:F,0&2%5'2*#%$/'022%$F%"63 -*(3&%("%5$93F%"#&*("5F/'%@%$(%7 +4,$'"$8/0$9-"(Y@$. d[6('/&%(5e +/,,"$940$fhW>WWW>$A"0$"0$"&$%=,1"$7&%4&+7+("&+$7$*D2'+#7.&7&#"&>$A"0$"($0"&($2'$+/#($"($K4kD4G$4#$7&'7/&"0$,/0%"'3$ 4#$'"($+%/D"0$7%%"$(0G#8"'$84+$940D02#"0"&@$. d[6('/&%(5e

52 BETYDNINGEN AF PRISNIVEAUET j^?nb/"3*,1*('2b(%$30%($*..6$5:"%$*(*&9'%$%"%5$%<26(6-0'2%'=%(*$0%$+6$/"#$%"%&'%(*+,*$-%./-.%$0 1*(-*$27D*..6$5%(#*'%$%"%'.4#%$%3(0(3%$:"%$'*--%(&03(%"%"%565*&%6-26'5(0(3%$,%"0('5*&&*;6(63"$0H*+,*$-%./-.%$0+6$F6&"26(2/$$%$%("%5%2(6&630%$:*{I(3035*+%($I22%+6$'2%&&03+6$/"'I5(0(3%$7M%$%3(0(3%$(%,0'5%:*5 2940'"*/##"$7$'0753$/($'"($,-$940."&("+3$/($*/&#($+(:0+("'"*"&$.7*$D*7."$4,+**"($*$"&$/&'"&$940,$940$41./0,&7&#3$&-0$ dg*$-%./-.%$01*(-*$2c",02&0(3'+6$&<#+6$6-';&&0(3*+6&0%+9$+$%--6"^?b>:1*('2b(%$30:^?nbe %4**"%.$940+G&7&#O3$.7+"0$+7#$'4#$/($.=0"$'"($:%4&4,7+%"$%4&%200"&K"94084*'$,"**",$(0=17**"9G0$4#$./0,"12,1"0>$A"$

53 TILSKUDSORDNINGER 1%((/,I$%("%/"+6$"$0(3'6-.$0'(0,%*/%5/"3<$:2*(-6",0$2%'*+.6&0;'20(0;%$%"%;&'2/"'6$"(0(3%$7163-4"%5.4.%3%':*5"%$.4(/,I$%("%;"'./(25%2'0'5%$%$%($I22%6$"(0(3%$:"%$/("%$'5<G%$/"#$%"%&'%(*+,*$-%./-.%$0 1*(-*$27l%$/("%$2*((I,(%'M6&03X6#6$"(0(3%(:B(%$30'%&'2*#%$(%''.*$%0("'*5'63"%((/,I$%("%$*#*5.420&6_*G ;-%.$0'%(71%$+6$05*&%'IG%'"%50*(*&9'%(:F,6$"*(,*$-%./-.%$.4(/,I$%("%;"'./(25%$-%3%53/(';35';&&%50 d[6('/&%(5e l%$/"6,%$%$"%5&*(35+$**&&%:"%$';&&%$'03.6'0;,56,%$+6$9"%$&03%$%;&'2/"'6$"(0(3%$7j4"*((%&<'(0(3%$%$(%-&03 %/,1/#&"&>$C-$9-0$,/&$"($D44+(3$8.40$,/&$+=*#"0$07##$,"#"(3$4#$&-0$40'&7&#"&$+-$418:0"03$;/$+-$"0$'"0$"&$*/&#$ d[6('/&%(5e

54 FASE 5 [%("%5%3( l/'%@%$(%%$6h%-%3%5;&+$%"'%-%""%$%'0('5*&&%$%"%*(&i3 f*(3%36"%f0'56$0%$#&0,%$022%+6$5*&5 1%$-*(3&%$&62*&+6$*(2$0(3 f/&03f%"%$(%+6$2&*3%'9'5%-k3*$*(;%$022%'9(&03% X%3F*$+4%50('5*&&%$%5 %(,*$-%./-.%

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56 ER DU SOM HELHED TILFREDS MED ANLÆGGET? Varmepumper I helårshuse: Barrierer og erfaringer blandt danske husejere. Energistyrelsen (2010 X6$"L;&L,*(" R/HL;&L,*(" jf<@3$*" ]]u ]]u 0(63%(3$*" N?u N?u j-0("$%3$*" Nu ^u J&%5022% Nu? B(%$30'59$%&'%($*..6$5/("%$'5<G%$&03%&%"%'#0&&%"%5*+-%3%5;&+$%"'%#6&03%@%$%7l%&%]]u*+F/'%@%$(%*(30,%$:*5"%0 F<@3$*"%$;&+$%"'%-%""%$%'*(&I371%$+6$%$.65%(;*&%5+6$/"#$%"%&'%(*+,*$-%./-.%$'56$5:'4+$%-5-*(*"$%''%$%$ T4*%$+1/0"0$1"&#"3$4#$45"$,"0"$"&'$'"$0"&($9/%+%$D*".$+/($7$940."&(&7&#@$ dj('5*&&*5<$e

57 WORD-OF-MOUTH &*("'#9'*-+/("71%((%$*..6$559"%&033<$"%(%Z%25:'6-.6'0;,_6$"L6+L-6/5FF*$+6$,*&3%5*+,*$-%20&"%$71%5 (4&"/&#7."&'"$D40#"0"$17**"9G0$Q$4#$.";*"'"0$/&'0"$7$'"&&"$0"(&7&#>$J&'0"$7&."+("0"0$7$&G"$4*7"9G03$+4,$*4%/*"$ 84*'D/08"'>$A"0$"0$7&#"&$*4%/*$"09/07&#$4#$7&#"&$*$/($$ D*..6$5%('26(2&/'06(%$*(59"%$'4&%"%'%5/0("+$0%5.65%(;*&%0*2;,%$0(3%(*+"%36"%F0'56$0%$7l%$/"6,%$ 05*&%'IG%'"%5:F,6$"*(&62*&%0("'*5'%$2*(F*,%%(.6'0;,%Z%25.4/"#$%"%&'%(*+,*$-%./-.%$01*(-*$27B(.65%(;%&'.$%"(0(3%(*+'2$I2F0'56$0%$%5.$6#&%-:'6-(<",%("03,0'-40-<"%26--%'78(*&9'%(,0'%$:*5 '9(&033<$%&'%(*+'4"*((%;&5*37

58 DER ER MANGE TESTIMONIALS '.*$%(%$307"2:M6&0/'63-*(3%+6$'2%&&03%0('5*&&*5<$%$63.$6"/=%(5%$71%',I$$%2$I,%$"0''%=*'%':'6-"%5%$;&+I&"%5 @J0#2,"&("0$+4,$#4'$:%4&4,73$8:;$"&"0#7"\"%.7("($4#$*/.$+(:;90"%."&+$"0$9:0+($(04.=0'7#"3$&-0$'"$%4,,"0$90/$&/D4"&$ "**"0$'"&$*4%/*"$940"&7&#+940,/&'>$M.7+$'"0$"0$1"0+4&"0$7$DG"0&"$,"'$14+7."$"09/07&#"0$,"'$9>"%+>$./0,"12,1"&$%/&$