I really believe that people likely fall into 4 categories on this topic - you have to know how a person thinks to understand what they really want.
My four categories are people who do the following:
1. Just make improvements or investments because the technology seems cool and they like cool technology, or they are on a "mission" (e.g. carbon-neutral, reduce oil consumption, etc.).
2. See improvements or energy reductions as "investments" and will do the math to understand the ROI or the energy usage impact, and the best ROI to tackle first.
3. Have some "belief" or "feeling" that they are paying too much, and make a purchase or have some work done to mitigate the cost, perhaps based on what a salesperson tells them, without ever really knowing or learning whether there was a real savings or not.
4. Want to be acknowledged by a wider community for a "contribution", so make purchases that advertise their "contribution" to the public before anything else.
People in the first or second category will admit to being in the first or category. Maybe this is 10% of the overall population, at the most. Probably most people on this forum at Hearth.com are in the second category. Eaten by Limestone said it best:
The payback is 90% of what matters to me. Instead of an ultra efficient condensing boiler, I chose to insulate and air seal....If you want to call it green, go ahead. I'll call it fiscal responsibility.
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People in the third category may think they are in the second category, but they can't or won't "do the math" and can't or won't explain the logical reasoning behind their decision. I'd estimate that this is probably 60-70% of the overall population. They may talk a little like they are in category 2, but if you are a category 2 person, you will find out in three questions or less that they are really category 3. The classic example is the person who spends a bunch of money for new windows for their house because their house is too cold, and then convinces themselves that the house is a lot warmer afterwards and that they are saving a lot of money. I know a lot of people like this. These are the people who ask you for advice to convince themselves they are doing the right thing, and then likely never take your advice.
People in the fourth category will never admit to being in this category since that is admitting to a high level of vanity or ability to be manipulated (my opinion) by marketing messages. They will describe their investment or improvement as financially driven, but in reality, the more you question them as to why they made the purchase they did, the less likely you will hear a financial justification that really makes sense and/or their reasons will keep changing. I think this is 10-30% of the population, or at least the % of the population that think this way and can afford the big ticket purchases we are discussing here (e.g. cars, solar panels, etc.).
I was faced with a similar choice as EatenbyLimestone - pay an extra $2k (or more) for a condensing boiler and save an extra 30 gallons of oil a year (maybe). Didn't seem worth it (category 2) - there are better ways to spend my money, and (unlike some things) I don't find condensing boilers so cool that I want to buy one just for the sake of buying one (not category 1). I do have a personal mission to reduce my oil usage to as low as possible (I believe I am funding unfriendly governments and peoples through my oil purchases), so this probably bumped the purchase up the ladder a bit (category 1). I had a co-worker buy a Prius, and he did it because he likes new technology, and definitely not for best MPG or efficiency (category 1). My neighbor bought a Prius and he definitely wants to advertise to the world how green he is. He can't understand that my decision not to buy a Prius and keep an older car that basically gets the same MPG as his is as good for the environment as his decision - because my decision announces me as a poor person who can't afford a newer car, doesn't care about the environment, or something similar (who knows?) (he is category 4).