Energy Cultures: understanding & influencing behaviours
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Transcript of Energy Cultures: understanding & influencing behaviours
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Energy Cultures An interdisciplinary aproach to understanding and influencing
energy behaviours
Dr Janet Stephenson
Centre for Sustainability, University of Otago New Zealand
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New Zealand??
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Origin of the Energy Cultures approach
Our initial research goal:
Better understanding of household energy behaviour and behaviour change
Problem: making interdisciplinarity work!
Solution: the Energy Cultures Framework
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Prof. Gerry Carrington physics/
engineering
Dr Paul Thorsnes
economics
Dr Janet Stephenson sociology/
human geography
Prof. Rob Lawson consumer psychology
Prof. Barry Barton law & policy
Dr John Williams
marketing
Dr Rebecca Ford
engineering
Dr Sara Walton
management
Dr David Rees system
dynamics
Dr Charles Sullivan psychology;
transport statistics
Michelle Scott psychology, HCI
Debbie Hopkins environmental
sociology
The Energy Cultures team today
Dr Adam Doering social science;
transport
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Question!
How does your household keep warm in winter?
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ELEMENTS OF THE ENERGY CULTURES CONCEPT
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“Material culture”
Material culture
Heating devices Energy sources
Insulation House structure
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“Energy practices”
Energy practices
Turning on heater
Putting on jersey
Maintaining heating technologies
Drawing curtains
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“Norms”
Norms
Social expectations
Environmental concern
Expected comfort levels
Maintaining traditions
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Energy Cultures Framework
Material culture
Energy practices
Norms
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External influences can create lock-in AVAILABLE TECHNOLOGIES
UPBRINGING
SOCIAL MARKETING
ENERGY PRICES
BUILDING REGULATIONS
BUILDING FORM
Material culture
Energy practices
Norms
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ENERGY CULTURES AT MANY SCALES
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Energy culture at activity scale
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Energy culture at activity scale
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Energy culture at a household scale
Energy practices
Norms
Material culture
CO2
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Distinctive clusters of household energy cultures
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Energy Economical
Energy Extravagant
Energy Efficient
Energy Easy
Distinctive clusters of household energy cultures
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New Zealand’s energy culture: material culture
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NZ’s energy culture: norms
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0
5
10
15
20
25
30
35
40
Ho
use
ho
ld e
ner
gy u
se p
er c
apit
a p
er a
nn
um
(G
J)
Other fossil fuels
Heat
Electricity
Natural gas
Soild biofuels
NZ’s energy culture: practices
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ENERGY CULTURES AS A FRAMEWORK FOR BEHAVIOUR CHANGE
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Question!
What energy use change has your household made
recently?
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Material culture
Energy practices
Aspirations
Internal influences on change: new aspirations
Norms
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Material culture
Energy practices
Aspirations
Internal influences on change: new aspirations
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Material culture
Energy practices
Norms
Internal influences on change: material culture
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Material culture
Energy practices
Norms
Internal influences on change: material culture
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Material culture
Energy practices
Norms
Internal influences on change: energy practices
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Internal influences on change: energy practices
Material culture
Norms Energy
practices
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External influences supporting a new energy culture: Becky
Energy practices
Norms and aspirations
Material culture
Energy practices
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External influences enabling change
FUEL PRICES
LIVE CLOSER TO WORK
FRIENDS TAKE THE BUS
BUS ROUTE CLOSE TO MY HOME
GO CARD FOR REDUCED FARES
EXTRA MOBILE PHONE DATA
Energy practices
Material culture
Norms and aspirations
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External influences supporting a new energy culture: Becky
Energy practices
Norms and aspirations
Material culture
Energy practices
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The Energy Cultures frameworks encourages us to ask: What external
influences need to change?
Material culture
Energy practices
Norms and aspirations
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Material culture
Energy practices
Norms and aspirations
And: What will be the repercussions?
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A cultural approach to behaviour
Material culture
Energy practices
Norms and aspirations
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Material culture
Energy practices
Norms and aspirations
Material culture
Energy practices
Norms and aspirations
Have
A cultural approach to behaviour
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Material culture
Energy practices
Norms and aspirations
Material culture
Energy practices
Norms and aspirations
Have
Think
A cultural approach to behaviour
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Material culture
Energy practices
Norms and aspirations
Material culture
Energy practices
Norms and aspirations
Have
Think Do
A cultural approach to behaviour
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INFLUENCES / ALIGNMENTS
• Social context of E behaviour - Wilk, Barr & Gilg
• Actor-Network theory – Latour
• Habitus - Bourdieu
• Systems thinking – Checkland, Midgley
• Socio-technical systems – Geels, Schot, Smith
• Practice theory – Shove
• Embeddedness in cultural processes - Lutzenhiser
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ENERGY CULTURES FRAMEWORK SUPPORTING INTERDISCIPLINARITY
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Photo of EC team around the table
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Values laddering (psychology)
Household Surveys (marketing)
Choice modelling (economics)
Focus Groups (sociology)
And more….
Integrating findings
Start
End
Research design
Framing the research
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Material culture
Energy practices
Norms and aspirations
How influential are values on EE behaviour? Social psychology – ‘laddering’
?
? ?
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Characteristics of NZ households? Social science - National survey
Material culture
Energy practices
Norms and aspirations
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Consumer preference for heating & hot water technologies?
Economics - Choice modelling
Energy practices
Norms and aspirations
Material culture
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Comparing interventions for energy change Social science: surveys, interviews
Material culture
Energy practices
Social norms
Material culture
Energy practices
Social norms
Material culture
Energy practices
Social norms
Material culture
Energy practices
Social norms
Individualised home energy advice
Advice via community-based social networks
?
?
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Regulatory framework for energy efficiency? Legal analysis - law and policy critique
Material culture
Energy practices
Norms and aspirations
Insulation subsidies
Government investment in improving social housing
Efficiency labelling
Retailer DSM programs
Subsidised home audits
Minimum EE standards for rental housing
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48
Integrating across findings System Dynamics modelling
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Integrating across findings Policy implications of all streams
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Energy Cultures as an integrating framework
Energy practices
Norms and aspirations
Material culture
• Informed by different disciplines
• Informed by different theories of behaviour
• Informed by different research methodologies
• Informed by both qualitative and quantiative data
• A framework around which insights are built up
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Adaptability of the Framework
Energy practices
Norms and aspirations
Material culture
1. Supports interdisciplinary research
2. Helps understand habitual behaviour
3. Characterises heterogeneity
4. Applies to different contexts and scales
5. Structures exploration of drivers of and barriers to change
6. Helps in integrating findings
7. Makes sense of complexity
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• Barton, B., Blackwell, S., Carrington, G., Ford, R., Lawson, R., Stephenson, J., Thorsnes, P., Williams, J. (2013) Energy Cultures: Implications for Policymakers. Research Report, Centre for Sustainability, University of Otago, Dunedin, New Zealand. ISBN: 978-0-473-23717-2
• Barton, B. (2012) The Denominator Problem: Energy Demand in a Sustainable Energy Policy. Policy Quarterly 9(1): 3-8.
• Barton, B. (2012). Energy Efficiency and Rental Accommodation: Dealing with Split Incentives. Hamilton, NZ: University of Waikato Centre for Environmental, Resources and Energy Law, unpublished paper.
• Eusterfeldhaus, M., & Barton, B. (2012) Energy Efficiency: A Comparative Analysis of the New Zealand Legal Framework. Journal of Energy and Natural Resources Law 29:4 431-470.
• Grieve. C., Lawson, R. & Henry, J. (2012). Understanding the non-adoption of energy efficient hot water heating systems in New Zealand. Energy Policy, 48, 369-373.
• Lawson, R., Mirosa, M., Gnoth, D., & Hunter, A. (2010, December) Personal Values and Energy Efficiency. Presented at the annual conference of the Australia and New Zealand Academy of Marketing, Christchurch, available http://anzmac2010.org.
• Lawson, R. & Williams, J., (2012, December). Understanding Energy Cultures. Presented at the annual conference of the Australia and New Zealand Academy of Marketing, Adelaide.
• Lawson, R. & Williams, J. (2012, December). The Nature of Fuel Poverty in New Zealand. Presented at the annual conference of the Australia and New Zealand Academy of Marketing, Adelaide.
Publications to date
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Publications cont.
• Mirosa, M., Gnoth, D., Lawson, R. & Stephenson, J. (2010, November). Characteristics of Household Energy Behaviours (Centre for the Study of Agriculture, Food and the Environment, University of Otago, unpublished report for EECA).
• Mirosa, M., Gnoth, D., Lawson, R., & Stephenson, J., (2011, June) Rationalising Energy-Related Behaviour in the Home: Insights from a Value-Laddering Approach. European Council for an Energy-Efficient Economy Summer Study, France, pp 2109-2119.
• Mirosa, M., Lawson, R., & Gnoth, D. (2011) Linking Personal Values to Energy-Efficient Behaviors in the Home. Environment and Behaviour (27) 1-21;
• Stephenson, J., Barton, B., Carrington, G., Gnoth, D., Lawson, R., & Thorsnes, P. (2010). Energy Cultures: A framework for understanding energy behaviours. Energy Policy, 38, 6120–6129.
• Stephenson, J., Lawson, R., Carrington, G., Barton, B., Thorsnes, P., & Miranda, M. (2010). The Practice of Interdisciplinarity. International Journal of Interdisciplinary Social Sciences, 5:7, 271-282.
• Stephenson, J. & Carswell, P. (2012, September 20-21). Energy Cultures and Social Networks – influences on household energy behaviour. Paper presented at the Energy Efficiency and Behaviour Conference, Helsinki, Finland.
• Thorsnes, P. (2011, June) Household preferences for energy-efficient space and water heating systems. International Association for Energy Economics (IAEE) International Conference, Stockholm, Sweden.
• van den Dungen, S., & Carrington, G. (2011). Minimum Energy Performance Standards: How does New Zealand Compare with Other Countries? CSAFE, University of Otago.