This paper presents a study that linked demographic variables with motivations for the adoption of domestic energy efficiency measures in UK cities. This study complements a previous paper that identified barriers, and together, the two papers aim to improve understanding of the 'energy efficiency gap' and improve the effectiveness of future energy efficiency initiatives. The data for this study were collected from 149 general population interviews (1·5- 10 min) carried out across multiple locations in Manchester and Cardiff. The demographic variables were statistically linked to the identified motivations using a modified chi-square test of association (first order Rao-Scott corrected to compensate for multiple response data), and the effect size was estimated with an odds ratio test. The results revealed that strong associations exist between demographics and motivations, specifically that saving money was associated with incomes greater than £40 000, married individuals and semi/detached homes; while the motivation of resource efficiency was associated with incomes less than £40 000, single individuals and flats/terraced homes. The results and recommendations are aimed at policy makers, local councils and members of the construction/retrofit industry who are all working to improve the energy efficiency of the domestic built environment
