Kenneth AspSwedish Energy Agency

EUSEW09

The Impact of Energy–Related Behaviour Change ProgrammesGuidelines and Lessons learned

Title of the slide

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Changing Energy BehaviourGuideline Report - Table of Contents

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1. Overview of Energy Use and Human Behaviour2. Theory on Behaviour Change Programmes3. Summary of the Case Studies4. Practical Guidance for Programme Development5. Conclusions & recommendations5.1 Progress made since The Guide to Change (2001)5.2 Recommendations for policy makers and

programme managers

choose the right mix of instruments to influence energy behaviour.Policies relating to aspects of behaviour derive from a

spectrum of motivations, from:

•A need to raise citizens’ awareness and understanding of the need for concern about energy in society – important in gaining acceptance of other major policy measures which may be unpopular or controversial, to:

From Energy Policy Objectives to Programme Development

(choose the right mix of instruments to influence energy behaviour.) ….To:•A desire to win individuals’ commitment to the idea that they have a role to play in reducing energy demand, and to:

•A recognition that individuals’ habitual and/or investment behaviour is itself an essential component in reducing consumption patterns.

From Energy Policy Objectives to Programme Development

• Changing behaviour is a very complex process•It must be decided from the start of a project if it aims to change HABITUAL or INVESTMENT behaviour

Changing Behaviour

•Habitual is more difficult as these aims at changing daily routines ( e g driving more cautious and slower)

•Habitual often take long time and needs repetetive/iterative campaigns (e g smoking) and with back up from politicians and mass media (e g Climate change). If all this coincides it can in the end be a self going process. •

Changing Behaviour

•Investment behaviour is more short term and influenced strongly with economical incitements (e g subsidies for energy efficient and environmental friendly cars,

etc)•

Changing Behaviour

A literature review of 2000 references (Kok et al 2007) changing energy related behaviour can potentially save about

19% (±5%)

The savings are due to changes in conservation, lifestyle, awareness, low-cost actions, and small investments.

The potential of behavioural change policies

Planning & evaluation model(two phases)

Planning & evaluation modelThe model used is based on the Preceed-Proceed model from Green & Kreuter

(1991). It consists of six steps in two phases:

PlanningStep 1: Problem orientation and specifications of goals and

objectives;Step 2: Analyses of determinants and target groups;Step 3: Design and implementation of the intervention.EvaluationStep 4: (Process) evaluation of the intervention. Has the

intervention been carried out as planned? What were the barriers that had to be dealt with?

Step 5: To what respect has there been a change (improvement) in the determinants of change? Among which target groups?

Step 6: To what respect were the ultimate and intermediate goals achieved? (impact evaluation)

Planning & evaluation model (two phases)

Planning & evaluation model

Guidance note 5: Provide enabling toolsCase NL-2 The case MEASURING IS KNOWING clearly shows that if you provide household enabling tools, in this case a plug-in kWh meter, people will become active in energy conservation, buy better appliances and switch them off—reaching electricity savings of about 8%.

Examples from the selected campaigns

Progress has been made between 2001 and 2008, especially on •a more careful planning of activities, •better segmentation of target groups• increased continuity of activities.

• The evaluation of results has also improved, making it easier to assess what works and what not.

Progress made since The Guide to Change (2001)

• The use of an overall planning and evaluation framework of behavioural change programmes is still underdeveloped, as is the tailoring of activities to the specific characteristics of target groups.

• Institutional learning and the creation of a body of knowledge about these programmes will require further attention.

Progress made since The Guide to Change (2001)

Will use of modern Information Technology (IT) in combination with designreduce energy use ?

Example of IT- technology to influencing towards a behaviour change in the energy sector(increase awareness, give information, monitor and control, feed back)

•Increase awareness

•Give information

•Visualize (19-34%)

•Monitoring and Control (give feed back)

•Overall goal: Changing behaviour

Summing up – aim of technologies

• Who must change ?

What must be changed in target groups behaviour?

Is it

Activity patterns? or

Attitudes/values?

Are information campaigns effective in changing behaviour?

Aims:•Increase awareness of a problem

(nation, region, special group etc)•Information of a e g new legislation•Information of e g new products/services

•Changing energy behaviour

Information campaigns

• Campaigns aiming at changing behaviour are often mixed-up for campaigns that has only communicative purposes.

•The communicative campaigns aims at only informing about something or to increase the knowledge of a situation.

Changing Behaviour

•Don´t try to solve too much in your campaign.

•Follow up and give feed back

•Show endurance and be patient

Changing Behaviour

Feed back is important for an

effective campaign.

Changing Behaviour

ExamplesExperiences from the traffic sector

Changing Behaviour

Changing behaviour ??Managing Speed

Message??? To whom??

Also those who already behave well ??

”Manage” and ”kill” – difficult words

Changing behaviour ??Driver fatigue

Complex information !! Message ??

Changing behaviour

Drugs and driving

Message ?? Feed back??

”Sometimes don´t mix” = ”Sometimes mix”

Measure??? Labelling and if so information about that??

Changing behaviour ??

Mobile phones and driving

THINK! : Switch off before you drive off

Complex message!! Who is target group??

•

Type of campaignReduction of traffic accidents

• Information campaigns always has some effect (even if it is small) – but is it worth the cost and resource input?

•Choice of media is important

but

•Only TV, Radio and Newspapers gives little or no effect•Only pamphlets, brochures gives little or no effect

Summing up

• Only ONE message in each campaign

•Always Media in combination with other measures like personal advice, education etc

•Best result gave local personally directed campaigns

•Don´t forget that advice often are picked up from friends and neighbours

Summing up

•General overview of interventions, avarage amount for change and kind of factors.

Factors Likely Saving•. contracts and reward (+/-) 6 %•. financial incentives 3 %•. fin. incentives + information 5 %•. information dissemination 1-2 %•. specific information 3 %•. financial support 9 %•. tailor-made info 16 %•. tailor-made + fin. support 16+ %•. weekly feedback + info. 10%•. ‘ecoteams’ (high impact amongst small population) 15 %

Summing up

For a successful information campaigns it is very important to;•Start from the goals•Timing important•Set up an organisation with broad competence (but clear roles)•Design – Set up a detailed action planning•Evaluate and then feed back •Did we reach the goals ?? (if not what went wrong?)•How can we improve ?•Did we reach any Change in Behaviour??•Feed back (also to target group)!!!

Summing up

• Many projects and programmes lack a clear theoretical basis,

•A model like the Preceed-Procede model should be applied when designing, implementing and evaluating programmes.

Recommendations for policy makers and programme managers

•Few programmes are based on a good prior analysis of the situation and the factors that determine if behavioural change can occur.

•Projects and programmes should always be based on such an analysis, even for smaller projects or if time is at a premium.

Recommendations for policy makers and programme managers

•Specific target groups should be carefully selected so that activities can be pin- pointed at the behavioural changes that are requested of a specific group,

Recommendations for policy makers and programme managers

•Advertising and promotional campaigns should be complemented with social marketing activities tailored to inducing behavioural change in target groups.

•While the first mentioned campaigns are a useful element of behavioural change programmes, these hardly ever lead to behavioural change on their own.

Recommendations for policy makers and programme managers

•More attention should be given to measuring the impacts of activities on target group behaviour.

•Too often, evaluations focus on the delivery of programme activities

Recommendations for policy makers and programme managers

•Behavioural change activities are also needed when introducing new regulation or new technology.

•Policy makers are advised to consider the full mix of instruments (legislative, financial, communicative instruments and infrastructural provisions) when introducing new policy.

Recommendations for policy makers and programme managers

EU should increase resources to new member countries in order to improve the technology transfer and implementation of behaviour change programmes.

Recommendations for policy makers and programme managers

•To plan a successful campaign for behavioural change always start from a theoretical model

(e g preceed-proceed).•Start with the aim. What shall be achieved?

•Do not start from which channels of communication that exists or planned to be used

•From the aim you go backwards – how to organise, calculate resource needs, adaptation of implementation, monitoring, follow up and evaluation.

Conclusions:Changing Behaviour

a. Take time to prepare action (programme design, resourcing and implementation)

b. Seek synergies through collaboration between departments

c. Seek synergies with private and civil sector activities:

d. Identify what has been done previously that has been effective, in comparable fields (not alone energy):

e. Involve appropriate expertise across a range of disciplines:

f. Highlight the importance of specific behavioural goals, target market(s) and timeframes:

Conclusions:The effectiveness (and cost-effectiveness) of behaviour change programmes will be greatly increased –IF..

•

Thank you for listening !!