[1]

The Role of Behaviour Change in Reducing CO2 Emissions

Liz AmptSinclair Knight Merz, Adelaide

Written while at Steer Davies Gleave

[2] In the beginning…____________________________________

[3]

Supply management

[4] Demand management

[5] Supply Management

► Growth in demand for utilities or services● More supplied

Roads

Energy

Water

Space for waste

► Worked well while there were supplies

► Still needed to some extent

[6] Demand management

► Changes to reduce the negative impact of a utility or service, without construction of major infrastructure

► Can be designed to

● Reduce the peak load/demand

● Cut the peak load/demand

● Cut the total load/demand

[7] Demand management

► 5 main approaches

● Regulation

● Pricing

● Technological changes

● Education and awareness

● Minor infrastructure

► All of these are external to the individual – top down

► Value is in relatively immediate effect

● Problem can be in longevity of change

[8] Behaviour change

► People changing because of personal knowledge or understanding

► 2 main approaches

● Both originally at a community level

● Now converted to an individual level

► Social marketing - knowledge

► Community development approach- knowledge + understanding

[9] Social Marketing

Government/community's problems

congestion, emissions, reliance on car etc.

People assist in solving problem

Tends to need external incentives

tell people issues

Describes problem in terms of its community effects

[10]Community Development

Government/community's problems

congestion, emissions, reliance

on car etc.

People's problems

costs too much, no

time for myself, etc.

Describes

problem in terms

of its personal

effects

Person solves own

problem

Self-sustaining

At the same time,

solve community

problems

[11] Social marketing

► Offering individuals information and materials that will make change easier, e.g.

● Timetables

● Low flow shower heads

► +ve: gives more wide-spread knowledge

► -ve: generally little regard for fitting in with lifestyles/ abilities

[12] Community development

► A conversation to consider which changes are best for the person and household

► +ve: - changes fit lifestyle - changes likely to be self-sustaining - people can work out extra changes - people can diffuse the message

► -ve: takes more time and cost in short term

[13] Conversation process

Introduction

Establishment: Last time in car and didn’t want to be? Hassles getting around town?

Conversation

Resources to assist change

Action Plan

Resources sent and

behaviour change

[14] Unexpected community benefits

► Social benefits

● Get to know other people

● Self-organised change

► Economic development benefits

● Shop locally

► Health outcomes in transport

● Weight loss

[15]Behaviour change – community development

►Works because it begins with the individual● The changes fit around their lives

►Because the individual understands the principles● They can describe (reinforcement) the

changes to others (diffusion)

►There is less need for incentives

► Ideal to add value to top-down demand management