Janet Stephenson "Energy Cultures as an integrative framework."

Energy Cultures as an integrative framework

Dr Janet Stephenson

Centre for Sustainability, University of Otago

Energy cultures framework

1. Supporting research collaborations

2. Energy cultures at multiple sites and scales

3. Distinctive clusters of energy cultures

4. Habitual behaviour

5. Changing energy cultures

6. Energy cultures informing policy

7. Transitional change

1. Supporting collaborative research

An interdisciplinary collaboration

Prof. Gerry Carrington physics/

engineering

Dr Paul Thorsnes

economics

Dr Janet Stephensonsociology/

human geography

Prof. Rob Lawsonconsumer

psychology

Prof. Barry Bartonlaw & policy

Dr John Williamsmarketing

Dr Rebecca Fordengineering

Dr Sara Walton management

Dr David Reessystem dynamics

Dr Michelle Scottpsychology, HCI

Dr Debbie Hopkinsenvironmental

sociology

Alaric McCarthyenvironmental

science

Dr Ben Wooliscroftmacro-marketing

Jane Khan, project manager

Dr Mary Jo Lavellebehavioural geography

Stephenson, J., Lawson, R., Carrington, G., Barton, B., Thorsnes, P., & Mirosa, M. (2010b). The practice of interdisciplinarity. International Journal of Interdisciplinary Social Sciences, 5(7), 271-282.

Dr Miranda Mirosaconsumer behaviour

Dr Ikerne Aguirre-Bielschowsky

environmental education

(Dr) Daniel Gnothmarketing

Many theories of behaviour & behaviour change

Individual• Theory of Reasoned Action (Ajzen

& Fishbein, 1980; Fishbein & Ajzen, 1975)

• Theory of Planned Behaviour (Azjen 1985)

• Norm Activation Model (Schwartz, 1977)

• Social Norms Approach (Perkins & Berkowitz, 1986)

• Technology Acceptance Model (Ventakesh & Bala 2010)

• Behavioural economics (Tversky& Kahneman 1992)

• etc

Social/Contextual• Systems thinking (von Bertalanffy

1968; Emery 1969, Midgley 2003, Mingers & Brocklesby 1997)

• Structuration (Giddens 1979, 1984)

• Practice theory (Reckwitz 2002, Batriaux et al 2014; Hand et al 2007; Shove 2004).

• Actor-network theory (Latour1993, Law and Hassard 1999)

• Socio-technical systems (Smith and Stirling 2007), multi-level perspective (Geels 2002, 2004)

• etc

Material culture

PracticesNorms

Have

Think Do

The energy cultures framework

Material culture

PracticesNormsValuesBeliefsRationalisationsKnowledgeSelf-efficacyetc

ExpectationsAspirationsPersonal &

organisational norms

ActivitiesHabitsActions

StructuresObjects

Appliances

An ‘actor-centred’ frameworkindividual,

household, business,

sector

Material culture

PracticesNorms

External influences

External influences

External influences

External influences

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., Barton, B., Carrington, G., Doering, A., Ford, R., Hopkins, D., Lawson, R., McCarthy, A., Rees, D., Scott, M., Thorsnes, P., Walton, S., Williams, J., & Wooliscroft, B. (2015). The energy cultures framework: Exploring the role of norms, practices and material culture in shapingenergy behaviour in New Zealand. Energy Research & Social Science, 7, 117-123.

Materialculture

PracticesNorms

Actor’s realm of influence

External influences

External influences

Material culture

PracticesNorms

Beyond the actor’s realm of influence (usually)

2. Energy cultures at multiple sites and scales

Energy culture at a personal scale

Mirosa, M., Gnoth, D., Lawson, R., Stephenson, J. (June 2011) Rationalising energy-related behavior in the home: Insights from a value-laddering approach. European Council for an Energy Efficient Economy Summer Study, France, pp.2109-2119

Energy culture at a personal scale

Energy culture at a household scale

PracticesNorms

Material culture

Wooliscroft, B. (2014) National Household Survey of Energy and Transportation. Centre for Sustainability, University of Otago

Energy cultures within communities

King, G., Stephenson, J., & Ford, R. (2014). PV in Blueskin: Drivers, barriers and enablers of uptake of household photovoltaic systems in the Blueskin communities, Otago, New Zealand. Centre for Sustainability, University of Otago, Dunedin, New Zealand.

Energy cultures amongst businesses

Practices

Material culture

Norms

Walton, S. (2015, March). Energy Behaviour of SMEs in New Zealand. Centre for Sustainability, University of Otago.

Energy cultures in business sectors

Hopkins, D., & McCarthy, A. (2016). Change trends in urban freight delivery: a qualitative inquiry. Geoforum, 74, 158–170.

Energy cultures of societal groups

Hopkins, D., & Stephenson, J. (2014). Generation Y mobilities through the lens of energy cultures: a preliminary exploration of mobility cultures. Journal of Transport Geography, 38, 88-91

Mobility cultures at a global scale

Stephenson, J., Hopkins, D., Doering, A. (2014). Conceptualizing transport transitions: Energy Cultures as an organizing framework. Wiley Interdisciplinary Reviews: Energy & Environment 4:354–364.

Masdar’s Energy Culture of Experimentation

London’s Energy Culture of Diversity

Beijing’s Energy Culture of Speed

New Zealand’s distinctive energy culture!

Not just energy cultures …

Mobility cultures

Urban freight

Global transport transitions

Young people

NZ transport transitions

Ford, R., Doering, A., Stephenson, J. (2014). Transport Transitions in New Zealand: A Scoping Study. Report prepared for the Energy Efficiency and Conservation Authority (EECA), Centre for Sustainability, University of Otago, Dunedin, New Zealand.

Stephenson, J., Hopkins, D., & Doering, A. (2014). Conceptualizing transport transitions: Energy Cultures as an organizing framework. WIREs Energy and Environment. doi:10.1002/wene.149

Hopkins, D., & Stephenson, J. (2014). Generation Y mobilities through the lens of energy cultures: a preliminary exploration of mobility cultures. Journal of Transport Geography, 38 (2014), 88–91

Hopkins, D., & McCarthy, A. (2016). Change trends in urban freight delivery: a qualitative inquiry. Geoforum, 74, 158–170

Carbon cultures

Climate change mitigation by individuals

Climate change mitigation by individuals, households, businesses, councils, government

Young, W., & Middlemiss, L. (2012). A rethink of how policy and social science approach changing individuals' actions on greenhouse gas emissions. Energy Policy, 41, 742-747.

Sims, R., Barton. B., Bennett, P., Isaacs, N., Kerr, S., Leaver, J., Reisinger, A., Stephenson, J., Higham, J., Mason, E. (2016). Transition to a low-carbon economy for New Zealand. Royal Society of New Zealand, Wellington.

3. Distinctive clusters of ‘cultures’

Households – in two dimensions

Lawson,R.,Williams,J. (December 2012). Understanding Energy Cultures. Annual conference of the Australia and New Zealand Academy of Marketing (ANZMAC), University of New South Wales, Adelaide

Households – in 3 dimensions

Youth mobility cultures

1. Adopting automobility

2. Rejecting automobility- Temporary- Long term

Hopkins, D., & Stephenson, J (2015) Generation Y Mobilities. A report for Ministry of Transport. Centre for Sustainability, University of Otago, Dunedin, New Zealand.

Business energy cultures

1. Frugal Not interested in energy but don't overuseSwitch off to save costsDon't see relationship between energy and core business 2. Do more with less Not interested in energy but don't overuseDeveloping ways to use energy more productivelyDon't see relationship between energy and core business

3. IntegrateInterested in energy consumption Developing and investing ways to use energy more productively Do see relationship between energy and core business 4. Market itBusiness built on being energy efficient Investing in ways to use energy more productively Actively build a relationship between energy efficiency and core business


4. Habitual behaviour

Material culture

PracticesNorms

Static (habitual) energy cultures

Mirosa, M., Gnoth, D., Lawson, R., Stephenson, J. (June 2011) Rationalising energy-related behavior in the home: Insights from a value-laddering approach. European Council for an Energy Efficient Economy Summer Study, France, pp.2109-2119

Material culture

PracticesNorms

Static energy culture – internally driven

“As a matter of principle I don’t like to waste.”

“I try not to turn it on too much because I try not to use too much electricity”

“My heating system suits me, I don’t need to change”

Static energy culture – externally driven

Material culture

Practices

“My flatmates don’t want us to

use too much power ‘cause they

want to spend money on other

things”

“We’re in a rental and there’s just

the heat pump in the main room, so

the rest of the house is pretty

cold”

Norms

“I just put on warm clothes when its

cold. Its definitely about money”

Static business cultures

Bell, M., G. Carrington, R. Lawson, J. Stephenson (2014). Socio-technical barriers to the use of low-emission timber drying technology in New Zealand. Energy Policy 67: 747–755.

Hopkins, D., & McCarthy, A. (2016). Change trends in urban freight delivery: a qualitative inquiry. Geoforum, 74, 158–170


Material culture

PracticesNorms

External influences

External influences

External influences

External influences

Aspirations for change

Aspirations for change may be locked in

5. Changing energy cultures

Material culture

PracticesNorms

Financial rationality?Values?Knowledge?

Mirosa, M., Lawson, R., & Gnoth, D. (2011) Linking Personal Values to Energy-Efficient Behaviors in the Home. Environment and Behaviour (27) 1-21

Material culture

PracticesNorms

What drives change?

Bell, M., G. Carrington, R. Lawson, J. Stephenson (2014). Socio-technical barriers to the use of low-emission timber drying technology in New Zealand. Energy Policy 67: 747–755.

Drivers

Enabling Choosing

Attractors• Experiencing a house

with the change• Talking with trusted

people• Independent objective

information about options

• Information crafted to householders’ circumstances

• Trusting the quality of the technology

• Financial support• Help from trusted

people who’ve made the change

• Being clear about what you should do first/next

• Trusting the tradesmen/retailer

• Knowing how bad your house is compared to others

GENERIC CHANGE FACTORS

• Experiencing a house with the change

• Knowing the change will improve family wellbeing

• Feeling it has become the norm

Home energy change

Drivers

Enabling Choosing

Attractors




TV ADVERTISING• Knowing how bad

your house is compared to others


• Talking with trusted people

• Independent objective information about options







Drivers

Enabling Choosing

Attractors

INSULATION & HEATING

SUBSIDIES• Knowing how bad














Drivers

Enabling Choosing

Attractors

HOME ENERGY ADVICE• Knowing how bad














Drivers

Enabling Choosing

Attractors

SOCIAL NETWORKS• Knowing how bad














ALLINFLUENCES

Stephenson, J. (2012), Energy Cultures and Social Networks: influences on household energy behaviour. Behave: Energy Efficiency and Behaviourconference, 20-21 September 2012, Helsinki

Material culture

Energy practices

Norms and aspirations

Changing one element can change others …

NormsAspirations

More than just “rebound effect”

Material culture

Practices Norms

New material culture

Gnoth, Dan (2016). Residential Mobility and Changing Energy Behaviour. PhD Thesis, University of Otago

New practices

Material culture

Norms Practices

Hopkins, D, & Stephenson, J. (2015). Generation Y Mobilities: Full Report. Published by the Centre for Sustainability, University of Otago. ISBN 978-0-9941219-3-6

Norms

Material culture

PracticesAspirations

New aspirations

King, G., Stephenson, J., & Ford, R. (2014). PV in Blueskin: Drivers, barriers and enablers of uptake of household photovoltaic systems in the Blueskin communities, Otago, New Zealand. Centre for Sustainability, University of Otago, Dunedin, New Zealand.

Material culture

PracticesNorms

External influences can also drive change

New technologies and infrastructure…

Stephenson, J., Hopkins, D., & Doering, A. (2014). Conceptualizing transport transitions: Energy Cultures as an organizing framework. WIREs Energy and Environment. doi:10.1002/wene.149

New business models…

Changing social norms…

collaborative cultures

Changes in policy and regulation…

6. Energy cultures informing policy

Understanding clusters of energy cultures .... and unmet aspirations for sustainable energy changes

Wooliscroft, B. (2014) National Household Survey of Energy and Transportation. Centre for Sustainability, University of Otago

Lawson,R.,Williams,J. (December 2012). Understanding Energy Cultures. Annual conference of the Australia and New Zealand Academy of Marketing (ANZMAC), University of New South Wales, Adelaide

Crafting advice to fit the energy culture

Community events Personalised advice

Scott, M. G., McCarthy, A., Ford, R., Stephenson, J., & Gorrie, S. (2016). Evaluating the impact of energy interventions: home audits vs. community events. Energy Efficiency, 1-20.

Crafting advice to fit the energy culture

Ford, R., Sumavsk, O., Clarke, A., & Thorsnes, P. (2014). Personalized Energy Priorities: A User-Centric Application for Energy Advice. Presented at the HCI International 2014 Conference.

Understand the problem as a system with feedback loops

57Rees, D., Stephenson, J., Hopkins, D., & Doering, A. (2016). Exploring stability and change in transport systems: combining Delphi and system dynamics approaches. Transportation

Target policy in problem areas

Barton, B (2014) A warm dry place to live: Energy efficiency and rental accommodation. The Canterbury Law Review,19, (2014) 1-188.Eusterfeldhaus, M., & Barton, B. (2012) Energy Efficiency: A Comparative Analysis of the New Zealand Legal Framework. Journal of Energy and Natural Resources Law 29:4 431-470Barton, B. (2012) The Denominator Problem: Energy Demand in a Sustainable Energy Policy. Policy Quarterly 9(1): 3-8. Barton, B. (2016, May) Electric vehicles policy announcement: strengths and weaknesses, New Zealand Law Journal.Barton, B., Schütte, P. (2015) Electric Vehicle Policy: New Zealand in a Comparative Context (Energy Cultures Research Report) University of Waikato Centre for Environmental, Resources and Energy Law

• Energy efficiency• Residential tenancies and housing performance• Low-carbon mobility

Material culture

PracticesNorms

1. What are the characteristics of the energy culture under inquiry?

Material culture

PracticesNorms

2. How are external influences driving or preventing change?

IndividualsHouseholds

Firms

“Driver” influences

(tending to drive change anyway)

“Barrier” influences

(slowing or preventing change)

Material culture

PracticesNorms

IndividualsHouseholds

Firms

“Driver” influences

(tending to drive change anyway)

“Enabler” influences

(overcoming barriers, aligning policy)

3. Designing interventions to reduce barriers and align with ‘culture’

EVs

ActionsExpectations

AspirationsNorms

Material culture

Practices

EV cost

EV range

Oil price

Awareness

EV charge time

Example: stimulating EV uptake

Drivers Barriers

Ford, R., Stephenson, J., Scott, M., Williams, J., Rees, D., & Wooliscroft, B. (2015). Keen on EVs: Kiwi perspectives on electric vehicles, and opportunities to stimulate uptake (Working Paper). Centre for Sustainability, University of Otago.

Upfront cost

Limited EV imports

Range anxiety

Limited knowledge & hands-on experience

Social desirablilty limited

Low emissions imports not encouraged

EVs

ActionsExpectations

AspirationsNorms

Material culture

Practices

EV cost

EV range

Oil price

Awareness

EV charge time

Example: stimulating EV uptake

Drivers Enablers

Reduce upfront cost

Increase supply chain (fleet purchases)

Charging infrastructure

Improve knowledge & hands-on experience

Increase social desirability (EV privileges; high profile drivers)

Discourage high-emissions vehicle imports

7. Transitional change

Infrastructure

Policy

Business models

Markets

Externalities re-shaping energy cultures

Infrastructure

Policy

Business models

Markets

Culture change re-shaping externalities

New infrastructure

New policy responses

New business opportunities

New markets

Culture change driving transition

Multi-level energy cultures

Material culture

PracticesNorms

LawRegulation

Policy

Everyday decisions and

actionsProcurement

InfrastructureAssets

Changing energy culture at government scale?

Energy Cultures as an integrative model1. Supports interdisciplinary research

2. Accessible to both academics and non-academics

3. Takes into account the broad context of behavioural influences

4. Complementary with relevant theories

5. Supports multiple research methods

6. Applicable at multiple scales

7. Accounts for heterogeneity

8. Generalisable

9. Policy relevant

10. Highlights role of culture change in transition

http://energycultures.org/

Our co-funders

Thanks to:Our main funder

“To devise a suitable framework for the interdisciplinary study of energy, it is necessary to develop simple narratives for relevant disciplines

based on big ideas found therein.” (Yachew 2014, p74)

http://www.energycultures.org/

Janet Stephenson "Energy Cultures as an integrative framework."

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Transcript of Janet Stephenson "Energy Cultures as an integrative framework."