Retrofit and Behaviour Change

A presentation by Prof. Erik Bichard, Salford

University

The Challenge

• Flooding threatens 1 in 6 homes, and 35% don’t have basic energy saving measures.

• Most know they live at risk of flooding but don’t think it will happen to them.

• There is a high degree of acceptance that Climate Change is a personal responsibility, yet the motivation to reduce energy consumption is weak.

• How do policy-makers and regulators accelerate property-level retrofit to protect or reduce the effect the dangerous climate change within the timeframe that climate scientists have set?

The Solutions?

For the 70% that own their own homes…

• Legislate – Difficult but not impossible (e.g. Town Gas conversion) – but very expensive.

• Grants/subsidies – Also expensive, and requires take-up.• Exhortation – Education and awareness has a part to play, but

will not lead to mass action.• Incentivisation – Not often favoured as it requires multi-agency

co-operation.

Policy and Behaviour Change

• Influencing behaviour is central to public policy• Changing minds based on traditional carrot and stick

strategies assumes that people make ‘perfectly rational’ decisions, but this is not the case

• Changing the context within which people make decisions is likely to have more success

(conclusions from Dolan et.al., (2010) Mindspace report

Denial

Confusion

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From work done by CDSM

Consumer concern mapped against level of consumer action

Not strongly concerned about global warming, but willing to take actions where clearly signposted and supported by incentives and social norms

Concerned about global warming, willing to take make an effort, empowered to take significant action

Do not see global warming as an issue to be personally concerned about, or take any action

Concerned about global warming but challenged to see how their action could make a difference

Level of Concern

Lev

el o

f A

ctio

n T

aken

10% 9%

6% 75%

After Accountability/Consumer International Survey 2007

Sustainable Decision-making

Is there a problem?

Do I care?

Do I know what to do about it?

Will the Solution Work?

What will my peers think of my behaviour?

After Ajzen and Fishbien (1980) Theory of Reasoned Action

Common Reasons for Inaction• Climate change is not happening• It is, but it is overstated• We (UK) are only a tiny part of the problem• It is important, and something should be done but…

– The government should fix it– Technology will save us– The market will rectify the problem– Other polluters (China, US etc.) go first– Why should I do something if others don’t– The problem is too big for me to influence– I would act, but don’t like any of the low carbon choices

The Fear of Making the Wrong Decision is Very Powerful

The Resilient Homes Studies

• Environment Agency funded Salford University to investigate how to motivate property-level actions in response to climate change

• Part 1: Attitudinal work in England and Wales• Part 2: Trial in Timperley, western Greater

Manchester

The Resilient Homes Proposition

• Through a house-to house survey, help home owners to understand the choices available for buying property-level measures.

• Offer free energy and flood survey• Invite the residents to buy the recommended measures with

the incentive that they can recoup the amount they spend.• Use non-cash rewards as the incentive. Each reward would

have an intrinsic sustainable benefit for added value.• Set up a local green group as a parallel (norm-based-

influence)

Attitudinal Results• The large majority of respondents (78%) thought that their

actions could make a difference and that responding to the threat of climate change was a personal responsibility

• However, 76% thought that the government had a responsibility to tackle climate change

• On the motivation to invest in energy saving measures, 78% said they would to save money, but 76% also listed concern about climate change

• One third would invest nothing, the rest (average) would go to £500.

Improving on education and awareness

Lessons include:

•Better and more innovative communication is required to make people believe that flooding can affect them.•Make it easier for people to know what to buy and how to obtain and fit flood protection•Recruit community champions•Find a well know figure (probably from the Met. Office) to front the mass campaign•Admit in a louder voice that the State can’t protect against flooding

Treat Surveys with CautionDesire for improvements to the houses:

0%

10%

20%

30%

40%

50%

60%

Raise sockets Air brick covers

Door guards Tiles Concrete staircase

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Doubleglazing

Loft insulation Appliances New boiler Wall insulation

Have got Would like

Flood protection Energy efficiency

Rewards as an Important Tool in the Box• Preparedness to pay and accept non-cash rewards

– Over 35% would not pay anything– Median value of £100-£500– Over 60% would accept non-cash rewards in return for investment– Around half would accept rewards up to 100% of the money spent

Reward Yes No Don’t know

Vouchers for fruit and vegetables 56.0 40.9 3.1

Free meals at restaurants 53.2 43.8 3.0

Entertainment tickets 34.2 62.1 3.6 Leisure and health centres 33.3 64.0 2.7

Free bus travel 22.7 73.0 4.3

The Importance of Green Groups

• EST estimates there are over 3,000 groups in the UK representing engaging 1 million people

• 250 of these are following the Transition Town model

• Interaction with peers can overcome both the scepticism about effective action and the concern about how action will be regarded by others

Reacts to Problems by…

Searches for…

Pioneers Doing something about it themselves

Something new and exciting

Prospectors Organising with others

Something that feels good

Settlers Calling for someone to do something

Something that is safe

After Rose, Dade and Scott (2007)

Resilient Homes (Current)• Phase 2 Trial

– Started May 10th and will end in March 2011 with funding from the EA and Trafford Borough Council

– Rewards include fruit and vegetables, bus, train and tram tickets, FE courses, tickets to Salford City Reds and Altrincham FC, landscape a and gardening services and furniture makeovers.

– To date, of 100 residents; 50 responded to the survey, 25 accepted home audits and (to date) 3 have invested in energy measures (8 more are obtaining quotes).

Preliminary Findings for Policy-makers• It is possible to change behaviour, not by

changing minds, but by changing the context within which decisions are made

• This can be achieved by:– Better education (on effective choices) and better

awareness (about risk)– Innovative incentives (to overcome inertia)– Active and inclusive community groups

Contact Details

• Prof. Erik Bichard• E.bichard@salford.ac.uk• At the University of Salford: 0161-295-6826• Read the book – Positively Responsible by

Bichard and Cooper, published by Butterworth-Heinemann, 2008.