Motivations to reduce domestic energy consumption
Given that a significant proportion of national energy consumption in countries such as the UK arises from domestic usage such as space heating, the various motivations of residents to conserve energy are important factors in efforts to decarbonise the economy.
It
is easy to assume that financial saving is the most likely motivator
of domestic energy conservation. The motivation of consumers with a
free energy supply is examined in the following paper:
Motivating
Residents to Conserve Energy without Financial Incentives
Andrea
H. McMakin, M.A., Elizabeth L. Malone, Ph.D., Regina E. Lundgren
(2002)
Abstract
Given
the aim to motivate people to conserve energy in homes, we need to
understand what drives people’s energy use behavior and how it can
be influenced. This article describes applied energy conservation
campaigns at two U.S. military installations where residents do not
pay their own utility bills. Customized approaches were designed for
each installation based on a broad social-psychological model.
Before-and-after energy use was measured, and residents were surveyed
about end use behaviors. Residents said they were motivated by the
desire to do the right thing, set good examples for their children,
and have comfortable homes. For sustained change, respondents
recommended continued awareness and education, disincentives, and
incentives. Findings support some aspects of a social-psychological
model, with emphasis on altruistic and egoistic motives for
behavioral change. These studies may have implications for situations
where residents are not billed for individual energy use, including
other government-subsidized facilities, master-metered apartments,
and university dormitories.
(Open
Access: e.g. via Researchgate)
The
last mentioned location above is the subject of an earlier American
study:
PROMOTING
ENERGY CONSERVATION IN UNIVERSITY DORMITORIES BY
PHYSICAL,
POLICY AND RESIDENT BEHAVIOR CHANGES*
LOU
MCCLELLAND
, LAURA BELSTEN
Institute
of Behavioral Science, University of Colorado B
J.
ENVIRONMENTAL
SYSTEMS, Vol. 9(1), (1979-80)
Abstract
Two
successive energy conservation programs were implemented in four
University of Colorado dormitories. Program I included persuasive
communications, information, feedback, and group meetings. Program
II included in addition a monetary incentive for conservation.
The
first program reduced electricity consumption to 84 per cent of
baseline; the second, to 90 per cent of the revised (i.e., lowered)
baseline.
Consumption
did not rise to baseline levels following either program. Interviews
with dormitory students and staff suggest that both everyday resident
actions (e.g., turning off lights) and physical-policy changes (light
bulb removal, closure of unused rooms) were important in reducing
consumption. Reasons for the behavioral and physical-policy changes
and implications for conservation programs and conservation research
are discussed.
(Open
Access)
The
next paper examines the effect of feedback on energy users.
Green
IS Design and Energy Conservation: An Empirical Investigation of
Social Normative Feedback
Claire-Michelle
Loock et al. (2011)
Abstract
A
combination of information systems and socio-psychological concepts
holds the potential to exert a positive influence on the energy
consumption of individuals. In a field study among 9,929 users, we
investigate whether descriptive and injunctive normative feedback
lead to significant effects on energy demand if delivered by a
website have the same effects as when delivered via personal
interaction as in Schultz et al.’s (2007) study, and whether both
feedback types have different effects on repeated voluntary system
usage. We found a similar pattern with respect to energy consumption
as did Schultz et al. (2007) based on personal interaction, and no
difference with respect to frequency of system usage. The findings
are important for the design of information systems that utilize
feedback concepts to induce a sustainable energy usage among
households. Ultimately, the results support utility companies and
policy makers to cost-effectively meet regulatory saving targets.
(Open
Access)
Another
factor is competition between residents:
Motivating
Sustainable Behaviour Change in Apartment Residents of Moreland,
Australia
Shelby
Nichole Hunt et al. (2013)
Abstract
The
Moreland Energy Foundation in Melbourne, Australia, sought to lower
electricity use among apartment residents, who face special barriers
to living sustainably. We developed a two-pronged, research-based
strategy to promote energy saving habits and devices: information
about energy saving habits and devices and competition among
residents to reduce consumption as a motivator. A case-control study
demonstrated the value of competition: competing residents adopted
250% more energy saving habits and devices than the non- competing
control group.
(Open
Access)
The
following report considers the effect of energy education.
OSTI.GOV
Technical Report:
Energy
education on the move: A national energy education survey and case
studies of outstanding programs
Author:
Harrigan, M. (1992)
Abstract
Energy
education, defined as communication that is designed to influence
people`s energy usage, has been conducted in one form or another by a
wide range of organizations since long before the energy crisis of
1973. Energy education is undertaken by a broad range of public,
private, non-profit and utility organizations for a variety of
purposes. Each program has a unique message, audience and objectives.
Although many energy education programs are still in the early stages
of development, some of the programs have been evaluated and show
promising results. In an effort to consolidate, describe, and
communicate information about the broad range of energy education
efforts in this country, a survey was conducted. The surveys were
developed to determine who provides energy education, what methods
they use, and whether they evaluate the results. The results of the
surveys are described and analyzed in the second section of this
three-tiered report.
(Open
Access)
Next
follows an extract from a paper concerned with a variety of
approaches:
An
Introduction to Thinking About ‘Energy Behaviour’:
a
multi-model approach
A
paper for the Department of Energy and Climate Change
Dr
Tim Chatterton (2011)
Institute
for Sustainability, Health and Environment, UWE, Bristol
Extract
(p.7):
“Economic
Theories:
Energy
is a commodity and consumers will adapt usage in response to price
signals
Whilst
there is some evidence of short-term responses to increases in energy
price, this is significantly constrained by conditions such as cold
weather which tends to increase energy usage whatever the cost. In
the long-term, there is even less evidence that people respond well
to purely economic signals.
Psychological
Theories:
Energy
use can be affected by stimulus-response mechanisms and by engaging
attention
This
view suggests that people will respond to information regarding their
energy usage, such as Home Energy Displays, or billing information
that provide them with salient information in a manner that allows,
and encourages, them to reduce their usage.
Sociological
Theories:
Energy
use is largely invisible, energy systems are complex, and daily
practices are significant
This
approach is orientated around the view that people do not directly
use energy, instead we carry out a range of activities or ‘practices’
that lead to the consumption of energy: we make ourselves warm, we
cook, or do our laundry etc. This emphasises how discrete different
activities and behaviours are, and how each activity will require
very particular targeting in order to achieve changes in behaviour.
Educational
Theories:
Energy
use is a skill that is learned through experience in specific
situations.
This
view highlights the differences between energy users, emphasising
that they are not a homogenous set of individuals, but that they all
have complex world-views that reflect very different levels of
skills, understanding and motives when it comes to their use of
energy. These differences arise through how they learn about energy
use and can lead to some very significant differences in use
patterns, for example people who are accustomed to pre-payment meters
rather than direct debits.”
(Open
Access)
Socio-cultural
and psychological perspectives on energy system evolution are
examined in Devine-Wright, Patrick (2007), Energy Citizenship:
Psychological Aspects of Evolution in Sustainable Energy Technologies
In: Murphy, Joseph ed. Governing Technology for Sustainability.
London, UK: Earthscan, pp. 63–88.
(Open
Access)
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