Divide et impera: how to leverage energy efficiency programmes in Swiss SMEs

Panel: 2. Energy efficiency policies – how do we get it right?

This is a peer-reviewed paper.

Authors:
Eva Günther, Zurich University of Applied Sciences
School of Applied Psychology, Switzerland
Christian Berger, Zurich University of Applied Sciences School of Management and Law, Switzerland
Markus Hackenfort, Zurich University of Applied Sciences, Switzerland
Rolf Rellstab, Zurich University of Applied Sciences, Switzerland
Patrick Rinaldi, Zurich University of Applied Sciences, Switzerland
Jürg Rohrer, Zürich University of Applied Sciences, School of Life Sciences and Facility Management, Switzerland

Abstract

Energy efficiency plays a key role in both the European and the Swiss energy strategies. In recent years many programmes have been launched focusing on corporate energy saving potential in Switzerland. However, only one percent of 250,000 Swiss small and medium enterprises (SMEs) – representing a potential energy saving of approximately 10% of total Swiss power consumption – participate in energy efficiency programmes, and among them the actual implementation rates are poor. This paper is part of a research project that aims to give recommendations on how to increase participation in energy efficiency programmes and to improve the implementation rate of energy efficiency measures in SMEs. The paper focuses on identifying different market segments in order to design specific programme approaches. It adopts the Stages of Change model (Prochaska & Di Clemente, 1983) to identify potential market segments as a function of their current energy efficiency behaviour and to analyse and profile each of these market segments based on company-specific factors, attitudes, perceptions and motivation. A survey of 334 SME representatives in Switzerland was carried out. Three different segments were identified: SMEs that do not participate in energy efficiency programmes, SMEs that plan to do so, and SMEs that have already joined a programme. In terms of participation in energy efficiency programmes, the study revealed that the three segments are linked to different needs, expectations and general conditions, and that they arise as a result of different factors. It suggests that in order to foster the implementation of energy efficiency programs, SMEs on different stages of change need to be approached in different ways, and that programme characteristics need to take into account company size and ownership of business premises, provide clear and transparent communication of the implementation effort involved, showcase "best practice" examples, and develop a more comprehensive and/or amended definition of cost savings and benefits.