Energy efficiency is EASY: new knowledge to change human behaviour

Henk van Elburg, SenterNovem

Keywords

households, human behaviour, user acceptance, tailoring, internet, behaviour, marketing, co-branding

Abstract

In 2003 the Ministry of Economic Affairs in the Netherlands ordered to develop a highly interactive but cost-effective communication instrument for energy efficiency based on new media. Recent experiences from the United States on the field of health care show great potential for computer tailoring. The internet system should be developed according to the latest scientific insights on the field of internet tailoring in order to communicate with consumers on a base of a personal circumstances.

In 2004 the technical development of the website was finished and tested among thousand households. The results indicated similar experiences as in the United States; a significant part of the website-users decided to switch over to energy efficient lighting. Estimations show that each household that implements this energy efficient lighting, generates an average energy reduction of about 18 kWh per year.

On the marketing side, the Ministry decided not to market the website through a network of 'trusted entities' for consumers. Targeted partners in this network are national institutions like the National Association of Owner-occupiers, the National Consumers' organisations, the National Institute for Budgetary Control, but also local authorities and housing institutions. The type of co operation is new: marketing by 'co branding. Each partner is allowed to promote the website as one's own The win-win effect guarantees a structural 'close to the consumer' exploitation on a base of shared costs. The actual situation (March 2005) is that beside the relevant national consumer institutions also local authorities and housing institutions already joined the network.