STEPs to bridge the valueaction 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 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 (Mc. Kenzie-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 1. 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 No cueing Social, nonenvironmental intervention (e. g. , playground) No community intervention Positive social cueing X Environmental based intervention (e. g. , green space) Positive social cueing plus environmental cueing X X X
Manipulation 1. 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
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