Causal models of houshold decisions to choose the energy efficient alternative: the role of values, knowledge, attitudes and identity

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

Author:
Nick Banks, Environmental Change Unit, Oxford University

Abstract

From a literature review it is concluded that economic motivations for choosing energy efficient products are only one among many drivers of behaviour and that, in this instance, the economic paradigm does not adequately reflect or explain the reality of purchase choises. Symbolic accounts of consumption seem more promising but are also problematic in other ways. On a theoretical level, relative efficiency in white goods is symbolically weak and ambiguous - sending weak signals about social identity. On a pragmatic level, attempting to build quantitative models of coherent cultural and symbolic forms in social life is difficult. Linking those forms to trends to trends in the acquisition of symbolically weak energy efficient products is even more problematic. Consequently, an appropriate model would include terms for a personally (rather than socially) negotiated identity and would account for the self-reflective decision-making imposed by the retail environment. Such a model must also consider the beliefs and knowledge of the individual as well as their general orientation to institutions, the environment etc. The model should also have some rapprochement with conventional understanding of the market. Consequently, where possible, social and cultural forms are linked with demographic and socio-economic categories. This is also theoretically justifies in that cultural, socio-economic and other demographic circumstances are causal in the creation of distinct sets of beliefs and values. This model is derived and then tested using surveys on data of real acquisitions of energy labelled white goods. It is found that certain kinds of value orientation do produce the kinds of belief and attitude that influence the likelihood of adoption of energy efficient appliances.