Task 24 Behaviour Change presentation to Energy Savers Dubai
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Transcript of Task 24 Behaviour Change presentation to Energy Savers Dubai
Subtasks of Task XXIVsocial media and
Task XXIV
Dr Sea Rotmann, Operating Agent
Dubai Energy Savers Conference, June 17, 2013
Closing the Loop - Behaviour Change in DSM: From Theory to Practice
IEA DSM TASK 24
Subtasks of Task XXIVsocial media and
Task XXIVSome context
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Subtasks of Task XXIVsocial media and
Task XXIVSome context
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Subtasks of Task XXIVsocial media and
Task XXIVSome context
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Subtasks of Task XXIVsocial media and
Task XXIVSome context
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Subtasks of Task XXIVsocial media and
Task XXIVSome context
Subtasks of Task XXIVTask 24: who are we ?
THEORY PRACTICE
Ruth: Science and Technology Studies, Cross-EU Behaviour Change research projects, DSM consulting
Sea: Animal behaviour studies, research funding & evaluation, sustainable energy policy, sustainability implementation
Committee for Energy Research & Technology (CERT)
Oversees 40 intʼl implementing agreements
DSM Implementing Agreement (www.ieadsm.org)
15 Participating Countries
Each country has ExCo member
24 Tasks - each task has Operating Agent/s (OA)
Task 24: Behaviour Change in DSM (OAs: Ruth and Sea)
Countries participating
© OECD/IEA, October 2011
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NetherlandsSwitzerlandNew ZealandBelgiumNorwaySwedenItalySouth AfricaUKAustriaAustraliaUSPortugalSpain (in kind)
Subtasks of Task XXIVIEA DSM Task 24
participating countries
Task premise
The underlying proposition is that the energy efficiency gap results from:
8
Target Audience of Task XXIV
Pics via: theinnovativeeducator.blogspot.com, dreamstime.com, agu.org, lifesupplemented.org, rassutassu.com, change.comminit.com
1. Intermediaries
2. Policymakers
3. (Research) funders/investors
4. Technology developers, industry
target audience of Task 24
9
Some special features of Task XXIV
Text
Premise for Task XXIVspecial features of Task 24
9
Some special features of Task XXIV
Text
Premise for Task XXIVspecial features of Task 24
9
Some special features of Task XXIV
Text
Premise for Task XXIVspecial features of Task 24
9
Some special features of Task XXIV
Text
Premise for Task XXIVspecial features of Task 24
9
Some special features of Task XXIV
Text
Premise for Task XXIVspecial features of Task 24
9
Some special features of Task XXIV
Text
Premise for Task XXIVspecial features of Task 24
Subtasks of Task XXIVWHY, OH WHY BEHAVIOUR?
30% of energy demand is locked in behavioural wedgeIncludes: technology uptake, use and maintenance
purchasing and investment behaviourhabits and routine behaviour
social acceptability
What is DSM and Behaviour Change in Task 24? (in a tweet)
12
An important caveat
In this Task, a successful behaviour change outcome results in improved energy use by households and businesses. This does not necessarily focus solely on an immediate reduction in total energy use, but on the most efficient and environmentally friendly use of energy to
derive the services that underpin societal and economic wellbeing.
an important caveat
Subtasks of Task XXIVSubtasks
5- Expert platform
1- Helicopter view of models,
frameworks, contexts, case
studies and evaluation
metrics
2- In depth
analysis in areas of
greatest need(buildings, transport,
SMEs, smart metering)
3- Evaluation tool
for stakeholders
4- Country-
specific project ideas, action
plans and pilot projects
Subtasks of Task XXIVsubtask V - expert
platform
1
World Map of Participating countries, contributing experts
Expert platform currently has over 170 experts from 21 countries and 7 main sectors.
Subtasks of Task XXIVsocial media in Task 24
@IEADSM@DrSeaRotmann
IEA DSM facebook Group
IEA DSM LinkedIn Group
Expert platform:www.ieadsmtask24.ning.com
Task 24 Wiki:www.ieadsmtask24wiki.info
IEA DSM website:www.ieadsm.org
Behaviour Change & Energy News
www.youtube.com/IEADSM
Pearltree: drsearotmann
Instagram: drsea77
Storify: DrSeaRotmann
Subtasks of Task XXIVsocial media in Task 24
Subtasks of Task XXIVsocial media in Task 24
Subtasks of Task XXIVsocial media in Task 24
Subtasks of Task XXIVsocial media in Task 24
Subtasks of Task XXIVD2: Task 24 Wiki
Subtasks of Task XXIVface to face is important too!
Task workshops
Subtasks of Task XXIVface to face is important too!
Task workshops
Subtasks of Task XXIVenergy expert stories
Subtasks of Task XXIVenergy stories: sectoral
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Energy Behaviour Challenge 1
Changing household energy culturesA research perspective
Fuel efficient driving behaviour in the light vehicle fleet
15 February 2013 | Jörn Scherzer | Transport Partnerships
Subtasks of Task XXIVenergy stories: nationalIEA DSM – Task XXIV
Belgian Story
Brussels, September 7, 2012
The New Zealand energy story
Sea Rotmann and Janet Stephenson
demand-side^
Norwegian Energy Story
23
Subtask I - Helicopter OverviewPremise for Task XXIVsubtask I -
Helicopter Overview
• Overview of models, theories, frameworks used in case studies
• Overview of definitions
• Inventory of experts
• Inventory of evaluation metrics and contexts
• Navigation tool to translate theory to be useful by practitioners
24
Subtask I - Helicopter OverviewPremise for Task XXIVsubtask I - some
definitions
Models of behaviour help us to understand specific behaviours, by identifying the underlying factors which influence them. There are individualistic models and social models.
By contrast, theories of change show how behaviours change over time, and how they can be changed.
Behavioural theory is diagnostic, and change theory is more pragmatic.
Both are important to understand when designing interventions.
Subtasks of Task XXIVfeedback from
workshops
wrong, but some of
George E.P. Box (1979)
Towards a multiple models approach
26
Subtask I - Helicopter OverviewPremise for Task XXIV main models
INDIVIDUALISTIC (A-B-C Models)
Rational choice models based on cost-benefit calculations (classical economics)
Information deficit models are based on linear assumptions: information generates knowledge, which shapes attitudes, which lead to behaviour (classical economics)
Bounded rationality models include psychological principles such as cognitive biases and environmental constraints (behavioural economics)
Value Action Gap shows the difference of what people say and what they do (social psychology)
DECC running header
10
single specific rational decision every time it is done. In encouraging changes in behaviour, it is always important to bear both perspectives in mind.
Individualist Model of Behaviour This section sets out an individualist representation of behaviour. There are many different models that can be used from this social psychological perspective. This paper is based around “Triandis’ Theory of Interpersonal Behaviour”4, a model that has been identified by a range of research as being well suited to use with regard to energy behaviour. After describing the basic structure of this model, this section then introduces two bodies of work concerning ‘Behavioural Economics (or MINDSPACE)’ and ‘Values and Identity’ which are currently being adopted to explain behaviour change and which relate to different elements of the model.
Simple Models - ABC Individualist models of behaviour focus on different components of people’s decision making processes, and how these then lead to actions. They range from very simple models to very complex ones. However, most follow a basic structure that is described in terms of “ABC” – Attitude Behaviour Choice/Context/Constraint (different people have changed the emphasis of the ‘C’ at different times but the general principle remains much the same). These models are very instrumental in their view of behaviour. They treat people as more-or-less rational, independent individuals who decide what they want to do, and then are free to act on this intention give-or-take sets of identifiable constraints or barriers. Because of their strong grounding in traditional economically rational views of behaviour, these types of models have been extensively adopted by government.
Figure 1: Linear model of decision making and behaviour
Figure 1 shows a simplistic model of this rational, individualist decision making process. The individual has a range of attitudes and preferences. On the basis of these, and in the context of relevant information, he/she forms an intention to act in a certain way. This intention is then enacted – resulting in “behaviour”.
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27
Subtask I - Helicopter OverviewPremise for Task XXIVmain models
INDIVIDUALISTICTheory of Planned Behaviour (social psychology)
13
ATTITUDE CHANG ECO G NIT IVE M EDIAT IO N PRO CESSESCO M PO NENTS O FA FEAR APPEAL
M A G N ITU D E OF N O XIO U SNESS
P R OBAB ILITY
O F O C C U R RE N CE
E FFIC AC Y O F R E C O M M EN DE D
R ESP ON SE
A PP RA IS ED
S EVE R ITY
E XPE C TA NC Y
O F E XP OS U RE
BELIEF IN E FF IC AC Y
O F CO PING RESP ONSE
IN TE N T TO AD O P T R E C O M M EN DE D
R ESP ON SE
PR O TEC TIO N M O TIV ATIO N
Figure 2.5: Rogers’ Protection Motivation Theory (1975) As EV models become more extended (and thus more ‘adjusted’) through the inclusion of additional factors, so the relative influence of attitudes in predicting behavioural outcomes declines. This pattern can be seen as Ajzen extended the TRA into the even more widely-used Theory of Planned Behaviour (TPB, first published in 1986, in Ajzen 1991 - Figure 2.6).
B e h a v io u rIn te n t io n
A tt itu d e to w a rd s th e b e h a v io u r
S u b je c t iv e n o rm
B e lie fs a b o u t o u tc o m e s
E v a lu a t io n o f o u tc o m e s
B e lie fs a b o u t w h a t o th e rs
th in k
R e la t iv e im p o r ta n c e o f
a t t itu d e a n d n o rm
P e rc e iv e d B e h a v io u ra l C o n tro l
Figure 2.6: Ajzen’s Theory of Planned Behaviour (TPB), (1986)
DECC running header
10
single specific rational decision every time it is done. In encouraging changes in behaviour, it is always important to bear both perspectives in mind.
Individualist Model of Behaviour This section sets out an individualist representation of behaviour. There are many different models that can be used from this social psychological perspective. This paper is based around “Triandis’ Theory of Interpersonal Behaviour”4, a model that has been identified by a range of research as being well suited to use with regard to energy behaviour. After describing the basic structure of this model, this section then introduces two bodies of work concerning ‘Behavioural Economics (or MINDSPACE)’ and ‘Values and Identity’ which are currently being adopted to explain behaviour change and which relate to different elements of the model.
Simple Models - ABC Individualist models of behaviour focus on different components of people’s decision making processes, and how these then lead to actions. They range from very simple models to very complex ones. However, most follow a basic structure that is described in terms of “ABC” – Attitude Behaviour Choice/Context/Constraint (different people have changed the emphasis of the ‘C’ at different times but the general principle remains much the same). These models are very instrumental in their view of behaviour. They treat people as more-or-less rational, independent individuals who decide what they want to do, and then are free to act on this intention give-or-take sets of identifiable constraints or barriers. Because of their strong grounding in traditional economically rational views of behaviour, these types of models have been extensively adopted by government.
Figure 1: Linear model of decision making and behaviour
Figure 1 shows a simplistic model of this rational, individualist decision making process. The individual has a range of attitudes and preferences. On the basis of these, and in the context of relevant information, he/she forms an intention to act in a certain way. This intention is then enacted – resulting in “behaviour”.
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28
Subtask I - Helicopter OverviewPremise for Task XXIVmain models
INDIVIDUALISTIC
Value Belief Norms Theory (social psychology)
Cialdini’s Focus Theory of Normative Conduct (social psychology)
Schwartz’ Norm Activation Theory (social psychology)
Triandis’ Theory of Interpersonal Behaviour includes habit (social psychology)
DECC running header
10
single specific rational decision every time it is done. In encouraging changes in behaviour, it is always important to bear both perspectives in mind.
Individualist Model of Behaviour This section sets out an individualist representation of behaviour. There are many different models that can be used from this social psychological perspective. This paper is based around “Triandis’ Theory of Interpersonal Behaviour”4, a model that has been identified by a range of research as being well suited to use with regard to energy behaviour. After describing the basic structure of this model, this section then introduces two bodies of work concerning ‘Behavioural Economics (or MINDSPACE)’ and ‘Values and Identity’ which are currently being adopted to explain behaviour change and which relate to different elements of the model.
Simple Models - ABC Individualist models of behaviour focus on different components of people’s decision making processes, and how these then lead to actions. They range from very simple models to very complex ones. However, most follow a basic structure that is described in terms of “ABC” – Attitude Behaviour Choice/Context/Constraint (different people have changed the emphasis of the ‘C’ at different times but the general principle remains much the same). These models are very instrumental in their view of behaviour. They treat people as more-or-less rational, independent individuals who decide what they want to do, and then are free to act on this intention give-or-take sets of identifiable constraints or barriers. Because of their strong grounding in traditional economically rational views of behaviour, these types of models have been extensively adopted by government.
Figure 1: Linear model of decision making and behaviour
Figure 1 shows a simplistic model of this rational, individualist decision making process. The individual has a range of attitudes and preferences. On the basis of these, and in the context of relevant information, he/she forms an intention to act in a certain way. This intention is then enacted – resulting in “behaviour”.
!"#$%&'(%)*"+,*"-.//,"0'12$32$)4'&5"627&8%49$,":4'12$2;*"<=>"?$44@()A<452"
29
Subtask I - Helicopter OverviewPremise for Task XXIVMAIN MODELS:
psychologyDUAL PROCESS Models of CognitionTriandis’ Theory of Interpersonal Behaviour (TIB) (social psychology)
23
The TIB has been used less than its more celebrated equivalents, such as the
Theory of Planned Behaviour (TPB), but it has been shown to be a better predictor of
behavioural outcomes than other models (including the TPB) in behaviours where
there is a significant habitual component such as daily commuting by car29. The
implications of the TIB for policy makers and practitioners are numerous, stemming
from that clear vision that our behaviour can be simply habitual (ie. completely
unintentional). The most obvious lesson is that rational appeals to individuals, based
on persuasion or social norms, with the expressed aim of changing our intentions,
may have no impact on behavioural outcomes, if the behaviour in question is
following the habitual path. In many instances, the best predictor of our future
behaviour is how we have behaved in the past.
Dual Path Models and Dual Process Cognition
two diffferent paths: a deliberative path (via intentions) and an automatic path (via
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29
Subtask I - Helicopter OverviewPremise for Task XXIVMAIN MODELS:
psychologyDUAL PROCESS Models of CognitionTriandis’ Theory of Interpersonal Behaviour (TIB) (social psychology)
23
The TIB has been used less than its more celebrated equivalents, such as the
Theory of Planned Behaviour (TPB), but it has been shown to be a better predictor of
behavioural outcomes than other models (including the TPB) in behaviours where
there is a significant habitual component such as daily commuting by car29. The
implications of the TIB for policy makers and practitioners are numerous, stemming
from that clear vision that our behaviour can be simply habitual (ie. completely
unintentional). The most obvious lesson is that rational appeals to individuals, based
on persuasion or social norms, with the expressed aim of changing our intentions,
may have no impact on behavioural outcomes, if the behaviour in question is
following the habitual path. In many instances, the best predictor of our future
behaviour is how we have behaved in the past.
Dual Path Models and Dual Process Cognition
two diffferent paths: a deliberative path (via intentions) and an automatic path (via
!"#$%&'()*#+#,-.&/01#!223#
29
Subtask I - Helicopter OverviewPremise for Task XXIVMAIN MODELS:
psychologyDUAL PROCESS Models of CognitionTriandis’ Theory of Interpersonal Behaviour (TIB) (social psychology)
23
The TIB has been used less than its more celebrated equivalents, such as the
Theory of Planned Behaviour (TPB), but it has been shown to be a better predictor of
behavioural outcomes than other models (including the TPB) in behaviours where
there is a significant habitual component such as daily commuting by car29. The
implications of the TIB for policy makers and practitioners are numerous, stemming
from that clear vision that our behaviour can be simply habitual (ie. completely
unintentional). The most obvious lesson is that rational appeals to individuals, based
on persuasion or social norms, with the expressed aim of changing our intentions,
may have no impact on behavioural outcomes, if the behaviour in question is
following the habitual path. In many instances, the best predictor of our future
behaviour is how we have behaved in the past.
Dual Path Models and Dual Process Cognition
two diffferent paths: a deliberative path (via intentions) and an automatic path (via
!"#$%&'()*#+#,-.&/01#!223#
30
Subtask I - Helicopter OverviewPremise for Task XXIVsocietal model: practice
theory
SOCIALLY ORIENTED MODELS
Needs Opportunities Abilities Theory (sociology)
Theory of Consumption as Social Practices (socio-technical studies)
DECC running header
24
Figure 5: Three Elements model (from work by Elizabeth Shove24 )
Drawing on a long history of sociological work in this area, Shove’s recent work has defined three elements which come together as a social practice:
Materials: Physical objects which permit or facilitate certain activities to be performed in specific ways (such as the move away from cups and saucers to mugs, the introduction of the teabag removing the need for a teapot, the introduction of the electric kettle).
Meanings: Images, interpretations or concepts associated with activities that determine how and when they might be performed (such as the notion of a tea-break which posits tea as a refreshing or revitalising activity, or associations with times of day such as ‘English Breakfast Tea’).
Procedures: Skills, know-how or competencies that permit, or lead to activities being undertaken in certain ways (such as “one for each person and one for the pot”, “milk first or after?” or the art of the Japanese Tea Ceremony).
These three elements are not all independent from each other, there will be interactions. For example the need to pour milk first (Procedure) was due to the fragility of bone china tea cups (Material) which would shatter when filled with boiling liquid.
Practices (represented by the dotted circuit) can be seen as emergent properties, arising from the interaction of these elements, they do not come about as a direct and linear result of the various elements. The elements are already in circulation within everyday life, and appear within other social practices (e.g. kettles also fill hot water bottles, and beer is also understood as being refreshing). They become normal through a gradual alignment of the three elements,
24 See The Choreography of Everyday Life: Towards an Integrative Theory of Practice http://www.lancs.ac.uk/fass/sociology/staff/shove/choreography/front.htm
31
Subtask I - Helicopter OverviewPremise for Task XXIVsociology
Practice Theory (worked example line drying)
54
Figure 6: 3 Elements Worked Example: Linedrying
32
Subtask I - Helicopter OverviewPremise for Task XXIV theories of change
Central to many conceptions of change is the merging of theory and practice. Applied approaches: Social Marketing, Shared Learning, Defra’s 4 E Model etc
segment 5. Whilst they are more dependent on behaviours becoming the norm before they will act and more embarrassed to be green, segment 5 are willing to do more. The emphasis here should be on interventions that enable, encourage and, in particular, exemplify, for example providing fiscal incentives or businesses and government leading by example.
Segments 6 and 7 are generally less willing to act and are less likely to be open to voluntary engagement or exemplification by others; the emphasis here is likely to have to be on interventions that enable and encourage, for example choice editing in product availability or, where necessary, regulation.
Success in encouraging segment 1 to do more may also help encourage 3 and 4, given the higher numbers in group 1 that seek to influence others and that this is a broader group than ‘deep greens’. It is likely that motivating segments 1, 3 and 4 to adopt more environmentally friendly behaviours will help interventions to encourage segment 5. Figure 9: diagrammatic representation of the 4E’s model
53
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Subtask I - Helicopter OverviewPremise for Task XXIV changing habits -
individualsMethods: Unfreezing/Refreezing (emotional stir-up) Vigilant Monitoring (avoid cues) Implementation Intentions (if-then plans)
==> But: individuals need to be pre-motivated, they need to be done quickly and intensely and they may not be easily scaleable
Moments of Change
34
Subtask I - Helicopter OverviewPremise for Task XXIVpros and cons
Individualistic modelsIndividualistic models Social modelsSocial modelsPros Cons Pros Cons
Some have understanding of dual process of cognition
Easy to follow A+B+C= behaviour change
Can look at various (mostly influencing) contexts affecting individuals
Known and tested
Very powerful with segmentation and bottom-up tailoring
Scaleability
Inclusivity
Breadth of Scope
Causal relationship hard to determine
Not shown to be that effective, especially if based on intentions
More complex models hard to use
Takes systemic approach thus easily scaled up
If you change a practice, it can be a global change
Looped, re-inforcing
Influencing and contextual factors
Fosters collaboration among all sectors
More realistic?
Too complex to understand?
Dependent on many elements to work together
Frustrating if right collaboration can’t be fostered
Hard to put into practice
May only speed up change
35
Subtask I - Helicopter OverviewPremise for Task XXIVworked examples in Task 24
Domain/CountryCases and used theories/models
Netherlands New Zealand Switzerland Italy Austria Norway Sweden Belgium UK Other countries
Smart Metering/Feedback
Jouw Energie Moment
Theories/Models used:Expectancy Value TheoryDesign with IntentInterpretation for sustainable behaviour
Responses to Time Varying Prices for Electricity (Otago Uni)
Theories/Model used: Classical Economics and marketing
Smart Metering Zurich Pilot EWZ and EKZ
Theories/Model used: behavioural economics and social norms/comparisons
Time of Use Tariff
Theories/Models:Classical Economics
Die Energiejagd
Theories/Models:Shared learning,Social Norming,freezing/unfreezing
Demosteinkjer
Theories/Models:Theory of Planned Behaviour
Clockwise
Theories/Models:Constructivist Learning TheoryShared learning
Rettie, Ruth CHARM
Theories/Models used:social norms approachpractice theory
Spain (Juan Pablo Garçia): VERDIEM
Theories/Models:Classical Economics
Smart Metering/Feedback
Smart Metering EKT Dietikon
Theories/Model used: behavioural model of residential energy use by Raaij & Verhallenbehavioural economics and social norms/comparisons
!CO2 Management
Theories/Models:Classical Economics
Portugal (Joane Abreu): Smart meter feedback in North
Theories: Nudge, classical economics, moments of change
Smart Metering/Feedback
Munx Repower website
Theories/Model used: behavioural economics, social norming
US (Michela Beltracchi):Opower feedback programme
Models: Cialdini’s Social Norming
Retrofitting Blok voor Blok aanpak, retrofitting programme
Theories/models used:Behavioural economics
Warm Up New Zealand: Heat Smart
Theories/Models used: social marketing; social norms; classical economic; TPB
Swiss Building Retrofit Program
Models: Classical Economics
Retrofitting of Myhrenenga Housing
Theories: TPB
Building retrofits
Theories: Shared Learning
Retrofitting
2000 Watts Society (housing)
Models: Ethics, long-term visioning
SMEs De Groene Daad
Theory/model used: Nudge
EECA SME Crown Loans Scheme
Theory/model used: originally based on TPB; changed to social learning and social norm theories
Energy-Model and SME-Model from (EnAW)
Theories/Models used:Classical EconomicsSocial norm
Finnfjord
Theories: Leadership
Build4Change
Model: Nudge
Energy Cultures SMEs pilot
Model used: Energy CulturesMobility Het Nieuwe Rijden (the
New Driving)
Theories and models used: Psychology: Henry A Murray (1938) and the acceptability/availability model of behaviour by Rose (1990).
Active a2b
Theory/models used: Norm Activation TheoryElaboration Likelihood ModelStern’s Principles for InterveningTriandis TIBLewin’s Unfreezing/RefreezingMcKenzie-Mohr
2000 Watt on mobility
Models: Ethics, long-term visioning
Electric vehicles Nobil
Theories/Models used: TPB
Stockholm congestion tax
Models: activity based models
Chatterton & Wilson Framework
Combining individualistic (eg Triandis) and societal (Practice theory) approaches to help UK policymakers
Kevin Luten UrbanTrans (Australia)
Transport behaviour change based on BJ Fogg
Mobility
NZ Post Transport Driver behaviour training
Theory/models used: Value Action Gap Theory
Fuel consumption of newly purchased cars
Theory of Planned Behaviour (TPB) and Norm-Activation Model (NAM)
Case studies collected for IEA DSM Task 24 in transport, building retrofits, SMEs and smart metering Note: Blue boxes denote government-led policies and programmes, green boxes denote business, research or community-led programmes and pilots
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Subtask I - Helicopter OverviewPremise for Task XXIVsome of the cases
TRANSPORT: The New Driving, Netherlands
Models used: Various psychological models
BUILDING RETROFITS: Retrofitting Myhrenenga Housing, Norway
Models used: Theory of Planned Behaviour
SMART METERING: Smart metering pilots, Switzerland
Models used: Behavioural Economics, social norming
SMEs: Crown loans for SME energy savings, New Zealand
Models used: Classical economics then shared learning
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• Identify the range of models/theories used in DSM interventions in:• smart metering• SMEs• (personal) mobility • retrofitting
• Understand the benefits and drawbacks• Impact on design, implementation, monitoring and
evaluation
• We collected more than 40 cases, often “learning” stories• Currently 3 main models or theories informing the
retrofitting interventions
Subtask I: Analysis by example of retrofitting
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Several of our Retrofitting cases informed by neo classical economics: money and information
http://www.contemporaryartdaily.com/wp-content/uploads/2012/02/2.jpghttp://pinterest.com/kyrpersa/homo-economicus/
Observations retrofitting
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• Money makes the world go round• You need to change your home’s energy use and we will help you by
paying (part of) its retrofitting• By the way, you need to pay up first and then it’ll take a while before we
pay you back….• The information we need from you will teach you all you need to know• You only need to make a one-time decision to invest• We have the technology you need, we will put it in and that’s it!• If you do not understand the technology, just don’t touch the buttons…• You will save money for a nice weekend to the Bahamas• You only need to give us a bill from your installer, we probably won’t
check what actually happened in your home• What counts for us is how many ( m2, $ spent, Number of homes)• We will do the number crunching but we do not need to know what
you actually saved, we will use models to calculate all energy savings • But if you want to know how much energy you saved, buy a metering
device.
Neo classical economics and retrofitting
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Observations retrofitting
enayetkabir.blogspot.comgreenbookblog.com
Several of our Retrofitting cases informed by behavioural economics
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• Money makes the world go round• Information helps us both• You have many choices but we will make sure you will make
the right one to retrofit your home• And to do so, we have the money & technology you need and
we will design rules, regulations, institutions, or infrastructure that will nudge you in the right direction
• You only need, not only for yourself but for the sake of everyone, to make a one-time decision to invest
• You will save money or the environment or whatever matters to you
• You only need to give us a bill from your installer, we won’t check what really happened in your home
• What counts for us is how many ( M2, $, homes)• We will use models to calculate energy savings • But if you want to know how much energy, CO2, trees or
polar bears you saved, buy a metering device
Behavioural economics and retrofitting
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They do well within what they intend to do• The programmes are relatively easy to evaluate in quantitative terms and
often show really good results• The retrofitting market can grow• Subsidies are often used up to the max• Many homes do get insulated• Behavioural economics does manage to nudge a certain percentage• Free riders upgrade their plans and retrofit more comprehensively• Sometimes even a new norm seems to be emerging…
But if we want to tell a learning story:• One-off programmes, no continuity after insulation• Paradox: demand for information! And a lot of pre-financing required…• Only financial and technological tailoring• Hardly any flexibility or end user participation• Only fostering self-interested, extrinsic motivations (money)• Technocratic and policy-driven approach• Not focused on changing energy use patterns (routine behaviour)• Danger of rebound• And: will this really change the building sector or market long term?
What can we learn?
43blogs.scientificamerican.com
Systemic approaches and retrofitting
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• Together we will make the world go round• You embody what we need to know and change: do, feel, learn• We will help you understand and use the technology, and train
those that install and sell it to you• We will create a supportive material, institutional and social
environment to ensure your needs are met• Your needs are important so we need to do this together, as if this
were your kitchen or bathroom you are renovating• Your life will change• Its all about us now and our grandchildren - altruistic, intrinsic• Quality matters and we will keep learning and sharing• If we need to be flexible we will• This is only the start of a long way and your home is the first step• We will monitor, calculate and report on energy, money, health,
welfare, comfort, wellbeing• And learnings based on qualitative and quantitative inputs will be
shared (with you)• We will help you figure out what your impact is to be able to make
sure you get where we collectively want to!
Systemic approaches and retrofitting
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The storyline certainly appeals to many and acknowledges the social and inter-related elements of practices
And these approaches are often experienced as successful by those who are participating
Important additional elements to highlight:1. Focus on creating trusted messengers and market parties (audits,
certification schemes, quality standards, energy labeling, provider training etc)
2. More focus on institutional capacity building3. Targeting needs central: also non-energy!4. More pre-scoping to understand what and why of behaviour
But if we want to tell a learning story:• These types of interventions are very complex with many partners• They cannot be driven by policy alone, need all levels collaborating• Not everyone wants to change everything or their lifestyle• Not everyone wants to engage• The flexibility of changing goals, aims and interrelatedness of issues etc makes
it difficult to evaluate
What can we learn?
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1. Theories or models were mainly used explicitly…?2. Storytelling very powerful way to avoid social dilemma3. Peer-training is essential (learning to cycle, drive, save fuel)4. Programmes hardly ever about energy or money!5. Mostly all do pre-scoping! Evidence based…6. Importance of urban design and accompanying
infrastructures appreciated7. Capacity building and habit breaking central to many
programmes8. Often mix of interventions9. Getting people to use the car less proves difficult (Sweden
exception?), it’s mostly about using it differently….10. Direct social environment hardly tackled (work, family,
friends, colleagues)
General conclusions: transport
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Subtask I - Helicopter OverviewPremise for Task XXIVsubtask II -
case studies
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Subtask I - Helicopter OverviewPremise for Task XXIVsubtask III -
evaluation
WHAT IS A SUCCESSFUL LONG-TERM BEHAVIOUR CHANGE OUTCOME TO YOU?
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Subtask IV: Country-specific recommendations
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subtask IV -country-specific recommendations
Subtasks of Task XXIVquestions or comments?