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


Task XXIVSome context

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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

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

http://www.facebook.com/groups/334127193974/?ref=ts&fref=ts

http://www.facebook.com/groups/334127193974/?ref=ts&fref=ts

http://www.linkedin.com/groups/IEADSM-DemandSide-Management-Technologies-Programmes-4270191?gid=4270191&mostPopular=&trk=tyah

http://www.linkedin.com/groups/IEADSM-DemandSide-Management-Technologies-Programmes-4270191?gid=4270191&mostPopular=&trk=tyah

http://www.ieadsmtask24.ning.com

http://www.ieadsmtask24.ning.com

http://www.ieadsmtask24wiki.info

http://www.ieadsmtask24wiki.info

http://www.ieadsm.org

http://www.ieadsm.org

http://paper.li/DrSeaRotmann/1326936272?utm_source=subscription&utm_medium=email&utm_campaign=paper_sub%23

http://paper.li/DrSeaRotmann/1326936272?utm_source=subscription&utm_medium=email&utm_campaign=paper_sub%23

http://www.youtube.com/IEADSM

http://www.youtube.com/IEADSM

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 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)

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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)

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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)

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10






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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

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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)

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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

33

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



Smart Metering EKT Dietikon

Theories/Model used: behavioural model of residential energy use by Raaij & Verhallenbehavioural economics and social norms/comparisons

!CO2 Management


Portugal (Joane Abreu): Smart meter feedback in North

Theories: Nudge, classical economics, moments of change


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

36

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

37

• 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

38

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

39

• 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

http://blogs.scientificamerican.com/plugged-in/2011/10/04/green-building-retrofits-decreasing-the-demand-from-hvac-systems/

http://blogs.scientificamerican.com/plugged-in/2011/10/04/green-building-retrofits-decreasing-the-demand-from-hvac-systems/

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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?

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mailto:[email protected]

mailto:[email protected]