Samenvatting

There is currently a major challenge in the Netherlands: offices larger than 100 square metres must all meet energy label C by 2023, and energy label A by 2050. Approximately 56% of offices in the Netherlands do not currently meet the energy label requirements, so there is still much to be gained in terms of sustainability (RVO, n.d.). However, it is unclear how end users and decision-makers can best be reached for a transition towards a more sustainable office. So, this research examines the mindset of end-users and decision-makers towards sustainability. This is based on segments.
 
The results show that almost all respondents consider the sustainability performance of their offices to be important to very important. The main motives are the establishment of a healthy working environment for employees and cost savings. Most acceptable payback periods are between three to five years, followed by between six and seven years and ten or more years. This indicates that respondents are willing to invest. Most respondents indicate that they pay attention, the most to the  energy, health, waste and pollution. However, there are several restrictions such as too little budget and no clear investment plan that lead to not investing in sustainability.
 
The data was used to divide the respondents into eight segments. This approach was done by using three axes. First of all, the willingness to invest. Next, cost savings versus strategic value. Finally, respondents who actively search for information or not. From this, four potential segments have been identified that can be addressed to accelerate the transition towards sustainable offices. The four segments consist of segment 1 (willing, costs, active), segment 2 (willing, costs, passive), segment 7 (willing, strategic, active) and segment 8 (willing, strategic, passive). These segments are collectively responsible for approximately 11.3 million square metres office buildings. Segments 1 and 3 are actively seeking information and can be easily reached by using trade fairs, newsletters, newspapers, social media and the internet. However, segments 2 and 8 are not actively looking for social media and will have to be reached in a different way, although, this group can still be reached by using websites. Segment 1 is in personal life, most consciously concerned with sustainability, about 81%. Next comes segment 3 with 77%, segment 2 with 68% and segment 8 with 50%.
 
This research found one significant relationship; end-users and decision-makers who find the sustainability performance of their office more important, are more willing to invest in sustainability on a 0.10 significance level. The other relationships tested were found insignificant.