STEPs to bridge the value-action gap in energy use: A community-based approach

STEPs to bridge the value-action gap in energy use:A community-based approach Changing behaviour via community approaches Andre Moniz Ann Kolodeziejski Ellen van der Werff Fabio Iglesias Gretchen Nurse Katarina Polajnar Romina Rodela Coordinated by John Thogersen & Birgitta Gatersleben

Intro • Household energy use accounts for 56.6% of total energy use • Potential for reduction is achievable at low-, no-, or negative-cost • Households lack accurate accessible, and actionable information to achieve potential savings through their own steps (Gardner & Stern, 2008) • Simple behaviors (e.g. turning down the thermostat) and one-time investments (e.g. upgrading insulation) can save up to 20% of total energy use

Strategies for durable change According to De Young (1996), can be facilitated by: • detailed procedural info • practical advices, problem awareness, info on others’ efforts • feedback about one’s performance • increase collective efficacy, social and personal norms • supportive social environment • group discussions, explicit decisions, block leaders MOST EFFECTIVE AND DURABLE

Problem description Background • Combining community-based approach and individual interventions to durable change (McKenzie-Mohr, 2000) • Senternovem experiences • Value-action: value theory & self-perception Aims • Reduce energy use Accept energy advisor • Strengthening cohesion, self-efficacy & collective efficacy by community intervention Not only those active but the whole community • Reduce the value-action gap by means of cueing Community and individual praise

Communities • Linking community and individual approaches • Cohesion • Collective efficacy • Empowerment • Social norms • Social networks: strong and weak ties

Value-Action • Values and the value-action gap • Environmental values are present but latent (Schwartz,1992) • Activating these latent values – make salient • Positive cueing • Self-perception theory (Bem, 1972).Used in social marketing. • Emphasis on positive behaviours • Re-interpretation of the self as being environmentally conscious (Cornelissen et al, 2008)

Hypotheses • Community intervention + positive cueing will make salient environmental values 2. The community intervention will Increase self-efficacy (empowerment), via social support and learning 3. Interaction effect: empowerment effect will be greater if we have pointed people’s attention to environmental values

Design

Manipulation • Community intervention: piggy back on existing schemes 2. Cueing: community-based praise - respected figure - praises community members for environmental or social achievements - Write a script: link community achievement with individual household energy behaviours - at major milestones - media and leaflet

Procedure • Problem analyse the community • Survey to random sample • Community based intervention • Praise stages • Call to sign to energy advisor • Survey to random sample • Follow up: energy use and energy behaviours

Measurement • Main DV: accept energy advisor • Mediators • Community variables: Self-efficacy, cohesion, etc. • Individual variables • Values, relative concerns (issue attention) • Energy consumption • Manipulation checks • Trust, confidence, believable in the person giving info • Recall of information etc • Demographics

Implications • Strengthening adoption rate of individual interventions (energy advisor) by pairing with a community intervention • Could be applied to any individual energy intervention • Could be applied to any community

STEPs to bridge the value-action gap in energy use: A community-based approach