Resumen
Sweden has adopted ambitious energy savings objectives for buildings, but at the current rate of energy efficiency investments the objectives are unlikely to be reached. In this article we report the early findings of how real estate owners reason and act in energy efficiency investment decisions. Based on the results from interviews with the real estate companies, the companies have been divided into four ideal types that illuminate the differences in energy efficiency ambition and strategies; the Strict Profit Maximizing Company, the Little Extra Company, the Policy Led Ambitious Company and the Administration Led Ambitious Company. The different strategies will determine how the companies respond to incentives to invest in energy efficiency, and affect the overall result in the energy efficiency work. The ideal types hence are important to have in mind when designing policies to increase energy efficiency.