Achieving energy efficiency through behaviour change Paul Wallace NEANI.
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Transcript of Achieving energy efficiency through behaviour change Paul Wallace NEANI.
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achieving energy efficiencythrough behaviour change
Paul Wallace
NEANI
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what is behaviour change?
• Behaviour change is commonly defined as a research-based consultative process for addressing Knowledge, Attitudes, Behaviour and Practices that are intrinsically linked to programme goals.
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what is energy efficiency?• Energy efficiency is getting the most from
the energy we use
• And keeping it where it is needed for as long as possible
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Change doesn’t come easy, however a number of ways to help people change
behaviour have been developed
One of these is the
KABP model
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Knowledge Attitudes
Practices
Behaviours
KABP model
• Mass Education • Campaigns• Feedback
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Many of the ways in which we use energy at home are the result of
behaviours like
turning on and off lights and televisions in the rooms we use
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How we set and adjust our thermostats
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Our practices in doing our washing, using the tumble dryer and the dishwasher
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Our choice of light bulb
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Even the length of showers we take and whether we unplug our mobile phone
chargers when they are not in use
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Habitual Behaviours
Turning on/off lightsUse of appliances
Setting the thermostatUse of hot water
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One-Off BehavioursThese are actions related to occasional decisions,
such asinsulating a loft or replacing a boiler
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Impacting these habits and one-off behaviours is difficult
• It is important to realise that energy is an enabling product, consumers don’t turn on their television or light to use energy, they want to be entertained and they want to see.
• Energy is an intangible necessity that, like toilet paper, we take for granted until it is missing
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Impacting these habits and one-off behaviours is difficult
• This is a challenge of any behaviour change program; getting people to notice and care ….
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Impacting these habits and one-off behaviours is difficult
• This is a challenge of any behaviour change program; getting people to notice
and care about their energy use.
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“Consider groceries in a hypothetical store totally without price markings,
billed via a monthly statement like‘£47 for 261 units of food in April’.
How could grocery shoppers economise under such a billing regime?”
Kempton & Layne: The consumer’s energy analysis environment
The issue of price, consumption and billing
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Barriers to energy behaviour change• Low prominence of energy efficiency – energy is
‘invisible’ and saving energy is often a low priority• Price of energy efficiency – efficiency measures can
be, or are perceived to be, relatively expensive • Hassle factor of installing efficiency measures, such
as the need to clear out the loft before insulation • Aesthetics, for example where people are concerned
about the attractiveness of energy saving products • Social norms (what other people are doing around you)
– norms influence people’s behaviour and can prevent them from adopting a new efficiency measure
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There are three broad categories of programs
to generate energy savings through
consumer behaviour change
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direct feedback programs that aim to provide real-time feedback to customers on their energy use, typically by devices that interface with the customer’s electric meter or by a smart meter In Home Display(5 – 15% savings)
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Direct feedback via smart meterIn Home Display
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indirect feedback, where information on consumers energy use is provided to customers in a processed manner, often through their bill or online(0 – 10% reduction in energy use)
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programs based on smart metering that can involvetime of use tariffs enabledby two-way communication between the energy supplier and the customer(smaller energy savings; peak demand reductions excellent, but overall energy savings low)
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Overcoming a barrier to energy behaviour change
• Aesthetics, concern about the attractiveness of energy saving products e.g. low energy lighting – people may think they are ugly and by not using them miss the energy and cost savings they provide
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A number of interventions have been targeted at overcoming these
behavioural barriers to using low energy lighting
• Phasing out selling conventional light bulbs
• Changing the labelling to give prominence to
lumen - the brightness rather than the
wattage – the power used to light the bulb
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Bulb comparison guide
Bulb type Traditional tungsten (GLS)
Compact Fluorescent (CFL)
LED
Typical purchase price
£1.00 £3.99 £14.99
Typical average life in hours
1000 hours 10,000 hours 15,000 hours
Typical lumens (brightness)
700 lm 1250 lm equivalent to 91W GLS bulb
600 lm equivalent to 48W GLS bulb
Wattage (power used to light the bulb)
60 watts 20 watts 9.5 watts
Energy saving 78% 1 80% 1
Lifetime saving £74.01 2 £128.79 2
1 compared to traditional tungsten filament (GLS) bulb2 estimate compared to: equivalent GLS bulb including replacing the bulb & price per kWh 17p
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A couple of exampleswhere behaviour change is
having an impact
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The Student Switch Off is a National Union of Students campaign that encourages students living in university halls of residence to adopt energy-saving actions, such as switching the lights off and not over-filling the kettle.
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Using inter-hall competitions, prize rewards, peer-to-peer communication and social media, the campaign calculates that it achieved an average reduction in electricity use of 6% at 43 UK Universities in 2011/12.
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The campaign aims to embed positive habits and reaches students at a stage in their life when they are particularly amenable to changing their habits.
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‘Coolbiz’ is a successful Japanese Government campaign which was reinvigorated in 2011 to cope with power shortages triggered by the Fukushima nuclear crisis
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Every summer, ‘Coolbiz’ encourages office workers to ditch their suits and instead wear more appropriate office clothes so that air-conditioners can be set to 28°C – warmer than average – to reduce energy consumption.
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The CoolBiz campaign has been promoted by clothing retailers and prominent business people wearing cool office clothes. Prior to the campaign office workers did not feel comfortable breaking dress codes. This campaign has removed social barriers and shifted what is socially acceptable in terms of work wear.
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After months of being told to wear less to keep cool for summer, workers are now being urged to wrap up for winter as the energy-saving Warm Biz campaign gets into gear.
The ministry suggests putting on scarves, gloves and leg warmers during the day and an extra layer after the evening bath.
Warm Biz was first introduced in 2005 as a follow-up to the Cool Biz campaign during the summer. But it didn’t really get much attention until 2011 when the government began promoting it heavily due to fears over a potential electricity shortage following the Fukushima disaster.
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Behaviour change leading to energy efficiency is a challenge and there is
no silver bullet
• Anyone who has ever made and broken a New Year’s Resolution can appreciate the challenges in behaviour change.
• Making a lasting change in behaviour is rarely a simple process, and usually involves a lot of commitment of time, effort and emotion.
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Behaviour change leading to energy efficiency is worth it…..
Remember the cheapest unit of energy is the one we don’t use!
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