Duplicating the success - From positive examples to socioeconomic marketing strategies for greater energy efficiency

Panel: Panel 3: Energy Efficiency options for industry

Authors:
Stephan Ramesohl, Wuppertal Institut for Climate Environment Energy
Christoph Clases, Institute for Psychology, Christian-Albrechts-University Kiel
Friedemann Prose, Institute for Psychology, Christian-Albrechts-University Kiel

Abstract

An empirically based socio-economic analysis of successful industrial energy efficiency provides a differentiation and classification of implementation processes and resulting policy recommendations.

The paper presents the Project ?nterdisciplinary Analysis of Successful Implementation of Energy Efficiency in Industry, Commerce and Service…. Based on empirical case studies in Germany, Denmark, Austria and Switzerland, the interdisciplinary approach combines techno-economical variables from traditional barrier analyses with new socio-economic and socio-psychological aspects. It is the objective to gain a broader understanding of successful implementation processes in industrial enterprises.

The positive examples include energy conservation measures within the context of individual success stories as well as efficiency programmes. The project examines the interdependencies between boundary conditions and the features and dynamics of the internal change processes analysed. It identifies main actors inside and outside of the company, the crucial determinants of their energy related behaviour, and influence factors suitable for energy policy use.

The project derives first typical patterns of social innovation and organisational development. Generalizing the findings in order to contribute to holistic policy recommendations, the project puts emphasis on instruments of economic and social marketing strategies to promote cooperative energy efficiency initiatives.