effective behaviour change dr. sabine pahl university of plymouth
TRANSCRIPT
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Effective Behaviour Change
Dr. Sabine Pahl
University of Plymouth
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Overview
1 Human Mind & Climate Change
2 The Role of Energy Behaviour
3 Successful Behaviour Change
4 Evaluating Change
5 Summary
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Overview
1) Why do people have difficulty grasping the issue of climate change?
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1 Human Mind & Climate Change
Human Mind Climate Change
Simple, local Complex, global
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Source: http://www.actoncopenhagen.decc.gov.uk/content/en/embeds/flash/4-degrees-large-map-final
1 Human Mind & Climate Change
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1 Local and relevant scenarios
Increased concern, reported understanding of mitigation responses and belief that actions now will make a change
Source: Tatebe, Shaw & Sheppard, 2010
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1 Human Mind & Climate Change
Human Mind Climate Change
Simple, local Complex, global
Certain, vivid Uncertain, abstract
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1 Human Mind & Climate Change
High (SRES A1FI)Medium-High (A2)Medium-Low (B2)Low (SRES B1)
Source: Met Office, CDIAC and Intergovernmental Panel on Climate Change (IPCC)
Emissions to 2000, and IPCC projections to 2100
1850 1900 1950 2000 2050 2100
30
20
10
0
Fos
sil-f
uel e
mis
sion
s G
tC/y
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1 Personal and vivid scenariosYoung woman “from the future” talks about her experiences
Perspective taking increased environmental engagement (brochures taken, time spent, pro-environmental intentions)
Source: Pahl & Bauer, in revision
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1 Human Mind & Climate Change
Human Mind Climate Change
Simple, local Complex, global
Certain, vivid Uncertain, abstract
Immediate, linear Delayed, non-linear
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Source: MacKay, 2008
1 Human Mind & Climate Change
CO2 concentration1769 = Watt invented the steam engine
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Source: http://carbonquilt.org/gallery/images
1 Make Carbon tangible and immediate
The carbon dioxide emitted by Stoke Newington School every year could fill Clissold Park to a depth of 159 cm
Link to carbon visualisation
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CO2 ppm
Source: MacKay, 2008
1 Human Mind and Climate ChangeBe aware of human mind limitations
Help people overcome limitations
-> “as if” here and now
2 1.5 1 .5
Millions of years
.2 .1 Today
Homo habilis Homo erectus Homo sapiens
Homo sapiens neandertalensis Homo
sapiens sapiens
200 years
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Overview
2) How important is the human dimension in energy use?
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2 Energy BehaviourTwo aspects: Built Form and OccupantsEngland has one of the oldest housing stocks in Europe
Improvements have been madeCavity wall insulation from 22% to 48% (1996-2008)
Good loft insulation from 25% to 38% (2003-2008)
Source: English Housing Survey, 2010
Further potential With all potential measures: SAP rating increase by 11.5 points; annual fuel costs reduced by £147; CO2 emissions reduction by 26%.
Source: English Housing Survey, 2010
US estimate: Behaviour change can reduce US carbon emissions by 20% in the next ten years
Source: Dietz et al., 2009
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2 Energy BehaviourTwo aspects: Built Form and Occupants
Demographics
“Brown” appliances use more energy according to DECADE project than lighting, refrigeration, cooking and wet appliances
-> need to know what behaviours to target; which underlying motivations to address
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2 Energy BehaviourBehaviour can also be problematic
e.g., cheaper comfort, misuse of technology
Adding heating controls and smart meters may not automatically reduce energy use
(Shipworth et al., 2010; Darby, 2010)
“poor treatment of the human dimension to the energy demand problem” (Lomas, 2010)
Where to start? Target high users (Firth et al., 2008; Summerfield et al., 2010); start with the highest impact/easiest to change behaviours (Dahlbom, 2009)
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Overview
3) Let’s look at some examples of changing energy behaviour
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3 Use social norms
Schultz et al., 2007
Cha
nge
in c
onsu
mpt
ion
/ da
y (k
Wh)
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3 Making the invisible visible
PhD project (Julie Goodhew) on the use of thermal images to prompt householders to save energy.
Study 1: Climate Action Group in small Devon town (N = 42)
Study 2: Homebase customers who had never purchased a ‘green’ product (N = 100)
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3 Making the invisible visible
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3 Making the invisible visibleStudy 1: Carbon Footprint from Energy Usage in
the Home (KgCo2)
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3 Making the invisible visibleStudy 2:
Every household received a raft of interventions:
- information / advice
- energy audit
- beyond energy: waste, food etc.
- £500 to spend
Two groups
The only difference between the two groups was that the thermal imaging groups received an additional thermal report
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3 Making the invisible visibleStudy 2: draught proofing (%)
0
10
20
30
Thermal Image
No Thermal Image
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Overview
4) How can we tell if an intervention has worked?
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4 Evaluating ChangeContext: Political, Financial and Time Pressure
Dahlbom et al., 2009: 41 European case studies
“a lot of programmes lack a proper planning and evaluation model”
“goals and objectives not specific enough”
“few programmes based on a good prior analysis of the situation”
“little transfer of learning between projects”
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4 Evaluating ChangeIs it working? Process evaluation
Did it work? Which aspects? Outcome evaluation
Set specific target outcomes e.g., number of contacts made; perceived ease of implementation; energy saved
Identify target groups segmentation – important but don’t over-segment; if you have something that works for everyone, use it?
Compared to what?Ideally – a very similar group who hasn’t had an intervention (yet); “control group” Why?
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4 Evaluating Change
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Before After 1 year
Thermal image
Audit
Control
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Before After 1 year
Thermal image
Audit
Control
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Before After 1 year
Thermal image
Audit
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Before After 1 year
Thermal image
Audit
Control
It worked
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4 Evaluating ChangeEvaluation is crucial
Evaluation doesn’t have to be expensive
Be clear & realistic on what you want to know
Be strategic about evaluating change (alternative evaluation plans?)
Integrate planning for this at the start -> Budget time & funds for this (management, analysis, reports)
Can be disseminated back to users in GM
Others councils / LCEAs might follow your good practice
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5 SummaryClimate change is difficult to get to grips with because it’s characterised by uncertainty, complexity, distance and delay
Use local, vivid, relevant messages in communications
Human behaviour is key to reducing energy demand
Behaviour change works but requires good planning and careful evaluation
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AcknowledgementsJulie Goodhew
Tim Auburn
Mathew White
Jackie Andrade
Steve Goodhew
Psychology & Sustainability Group
Thank you for listening
Contact: [email protected]