Learning about energy – how will low-impact energy use become a way of life?

Panel: Panel 6. Dynamics of consumption

Author:
Sarah Darby, Environmental Change Institute

Abstract

Consumers are never just consumers. In this paper, they are viewed as learners and citizens - and sometimes as producers - who make energy-related choices with personal and social implications. These choices are based on tacit knowledge or 'know-how', which is seen as being constructed from three main sources:

generally-available information;
their experiences of taking action; and
feedback on their energy consumption.

Knowledge and action are developed through synergies, rather than from linear processes, and this is something that can be difficult to capture in theoretical and experimental terms.

The concept of a tipping-point is discussed - the point at which a combination of factors becomes powerful enough to cause significant, self-generating change. Analysis of these factors shows connections with learning processes: a tipping point can be seen as a critical point along a social learning curve. Some recent research findings from the UK and elsewhere are considered in relation to learning theory, the tipping point and the power of context in influencing energy-related decisions. Examples from studies of learning about domestic energy use and electricity disclosure are given, showing some of the synergies involved.

The paper shows that there is scope for research into how people learn more sustainable patterns of energy production and use, along the lines suggested by the metaphor of the 'social epidemic'. Some of this research needs to venture further into political and structural considerations than has been usual in the past, in recognition of the many concerns that a single individual may believe to be important. It is realistic to acknowledge the role of crises and unexpected events in changing behaviour, but that does not diminish the importance of more predictable, if complex, processes in spreading ideas, habits and technologies.