Effective Behaviour Change

Effective Behaviour Change

Dr. Sabine Pahl

University of Plymouth

Overview

1 Human Mind & Climate Change

2 The Role of Energy Behaviour

3 Successful Behaviour Change

4 Evaluating Change

5 Summary

Overview

1) Why do people have difficulty grasping the issue of climate change?


Human Mind Climate Change

Simple, local Complex, global

Source: http://www.actoncopenhagen.decc.gov.uk/content/en/embeds/flash/4-degrees-large-map-final


1 Local and relevant scenarios

Increased concern, reported understanding of mitigation responses and belief that actions now will make a change

Source: Tatebe, Shaw & Sheppard, 2010




Certain, vivid Uncertain, abstract


High (SRES A1FI)Medium-High (A2)Medium-Low (B2)Low (SRES B1)

Source: Met Office, CDIAC and Intergovernmental Panel on Climate Change (IPCC)

Emissions to 2000, and IPCC projections to 2100

1850 1900 1950 2000 2050 2100

30

20

10

0

Fos

sil-f

uel e

mis

sion

s G

tC/y

1 Personal and vivid scenariosYoung woman “from the future” talks about her experiences

Perspective taking increased environmental engagement (brochures taken, time spent, pro-environmental intentions)

Source: Pahl & Bauer, in revision




Certain, vivid Uncertain, abstract

Immediate, linear Delayed, non-linear

Source: MacKay, 2008


CO2 concentration1769 = Watt invented the steam engine

Source: http://carbonquilt.org/gallery/images

1 Make Carbon tangible and immediate

The carbon dioxide emitted by Stoke Newington School every year could fill Clissold Park to a depth of 159 cm

Link to carbon visualisation

CO2 ppm

Source: MacKay, 2008

1 Human Mind and Climate ChangeBe aware of human mind limitations

Help people overcome limitations

-> “as if” here and now

2 1.5 1 .5

Millions of years

.2 .1 Today

Homo habilis Homo erectus Homo sapiens

Homo sapiens neandertalensis Homo

sapiens sapiens

200 years

Overview

2) How important is the human dimension in energy use?

2 Energy BehaviourTwo aspects: Built Form and OccupantsEngland has one of the oldest housing stocks in Europe

Improvements have been madeCavity wall insulation from 22% to 48% (1996-2008)

Good loft insulation from 25% to 38% (2003-2008)

Source: English Housing Survey, 2010

Further potential With all potential measures: SAP rating increase by 11.5 points; annual fuel costs reduced by £147; CO2 emissions reduction by 26%.

Source: English Housing Survey, 2010

US estimate: Behaviour change can reduce US carbon emissions by 20% in the next ten years

Source: Dietz et al., 2009

2 Energy BehaviourTwo aspects: Built Form and Occupants

Demographics

“Brown” appliances use more energy according to DECADE project than lighting, refrigeration, cooking and wet appliances

-> need to know what behaviours to target; which underlying motivations to address

2 Energy BehaviourBehaviour can also be problematic

e.g., cheaper comfort, misuse of technology

Adding heating controls and smart meters may not automatically reduce energy use

(Shipworth et al., 2010; Darby, 2010)

“poor treatment of the human dimension to the energy demand problem” (Lomas, 2010)

Where to start? Target high users (Firth et al., 2008; Summerfield et al., 2010); start with the highest impact/easiest to change behaviours (Dahlbom, 2009)

Overview

3) Let’s look at some examples of changing energy behaviour

3 Use social norms

Schultz et al., 2007

Cha

nge

in c

onsu

mpt

ion

/ da

y (k

Wh)

3 Making the invisible visible

PhD project (Julie Goodhew) on the use of thermal images to prompt householders to save energy.

Study 1: Climate Action Group in small Devon town (N = 42)

Study 2: Homebase customers who had never purchased a ‘green’ product (N = 100)

3 Making the invisible visible

3 Making the invisible visibleStudy 1: Carbon Footprint from Energy Usage in

the Home (KgCo2)

3 Making the invisible visibleStudy 2:

Every household received a raft of interventions:

- information / advice

- energy audit

- beyond energy: waste, food etc.

- £500 to spend

Two groups

The only difference between the two groups was that the thermal imaging groups received an additional thermal report

3 Making the invisible visibleStudy 2: draught proofing (%)

0

10

20

30

Thermal Image

No Thermal Image

Overview

4) How can we tell if an intervention has worked?

4 Evaluating ChangeContext: Political, Financial and Time Pressure

Dahlbom et al., 2009: 41 European case studies

“a lot of programmes lack a proper planning and evaluation model”

“goals and objectives not specific enough”

“few programmes based on a good prior analysis of the situation”

“little transfer of learning between projects”

4 Evaluating ChangeIs it working? Process evaluation

Did it work? Which aspects? Outcome evaluation

Set specific target outcomes e.g., number of contacts made; perceived ease of implementation; energy saved

Identify target groups segmentation – important but don’t over-segment; if you have something that works for everyone, use it?

Compared to what?Ideally – a very similar group who hasn’t had an intervention (yet); “control group” Why?

4 Evaluating Change

4000

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Before After 1 year

Thermal image

Audit

Control

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Before After 1 year

Thermal image

Audit

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Before After 1 year

Thermal image

Audit

Control

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Before After 1 year

Thermal image

Audit

Control

It worked

4 Evaluating ChangeEvaluation is crucial

Evaluation doesn’t have to be expensive

Be clear & realistic on what you want to know

Be strategic about evaluating change (alternative evaluation plans?)

Integrate planning for this at the start -> Budget time & funds for this (management, analysis, reports)

Can be disseminated back to users in GM

Others councils / LCEAs might follow your good practice

5 SummaryClimate change is difficult to get to grips with because it’s characterised by uncertainty, complexity, distance and delay

Use local, vivid, relevant messages in communications

Human behaviour is key to reducing energy demand

Behaviour change works but requires good planning and careful evaluation

AcknowledgementsJulie Goodhew

Tim Auburn

Mathew White

Jackie Andrade

Steve Goodhew

Psychology & Sustainability Group

Thank you for listening

Contact: [email protected]

Effective Behaviour Change

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