The behavioural approach to energy conservation: An opportunity still not taken by energy policy

Panel: Panel 3: Dynamics of Consumption (social and cultural perspectives, actors and their interactions)

Authors:
Klaus Wortman, Energiestiftung Schleswig-Holstein
Kai Schuster, Energiestiftung Schleswig-Holstein

Abstract

The apparently insufficient contributions of economy- or technology-based models to advice politicians how to initiate developments towards energy conservation led meanwhile to a beginning acceptance of social scientificcontributions in this field, often referred to as "behavioural approach". The individual behaviour is hereby considered as an important element in realising an energy efficient option with the corresponding savings. Meanwhile this assumption has been set in doubt based on the argument that the individual bias of the behavioural perspective hampers to detect effects of, for instance, the infrastructure on individual decisions. Rather, to describe, explain and if possible influence the development of social and technological structures being the main underlying causes of energy demand should be the central contribution of social science to energy policy. This article strives to avoid such "or"-argumentations in favour of an "and"-approach. The potential of behavioural approaches to energy conservation has only just begun to become apparent and should be further developed to be considered appropriately by policy makers. A Psychology- and Marketing-based approach integrating psychological as well as economical knowledge provides useful tools to improve design and performance of energy conservation programmes, especially with respect to the often poorly elaborated "informal instruments" of governmental actors. This is demonstrated in the areas of low-energy-houses, standby-losses, enhancing energy knowledge by more informative bills or consultancy and municipal conservation projects. By theoretical arguments as well as practical examples, the role of the individual within energy policy is discussed in detail leading to a description of a role for psychology in energy conservation activities.