Download The Psychology of Climate Change

Effective Behaviour
Change
Dr. Sabine Pahl
University of Plymouth
Overview
1 Human Mind & Climate Change
2 The Role of Energy Behaviour
3 Successful Behaviour Change
4 Evaluating Change
5 Summary
Overview
1) Why do people
have difficulty
grasping the issue of
climate change?
1 Human Mind & Climate Change
Human Mind
Climate Change
Simple, local
Complex, global
1 Human Mind & Climate Change
Source: http://www.actoncopenhagen.decc.gov.uk/content/en/embeds/flash/4-degrees-large-map-final
1 Local and relevant scenarios
Increased concern, reported understanding of mitigation
responses and belief that actions now will make a change
Source: Tatebe, Shaw & Sheppard, 2010
1 Human Mind & Climate Change
Human Mind
Climate Change
Simple, local
Complex, global
Certain, vivid
Uncertain, abstract
1 Human Mind & Climate Change
Fossil-fuel emissions GtC/y
30
Emissions to 2000, and
IPCC projections to 2100
20
10
0
1850
High (SRES A1FI)
Medium-High (A2)
Medium-Low (B2)
Low (SRES B1)
1900
1950
2000
2050
2100
Source: Met Office, CDIAC and Intergovernmental Panel on Climate Change (IPCC)
1 Personal and vivid scenarios
Young woman “from the future”
talks about her experiences
Perspective taking increased
environmental engagement
(brochures taken, time spent,
pro-environmental intentions)
Source: Pahl & Bauer, in revision
1 Human Mind & Climate Change
Human Mind
Climate Change
Simple, local
Complex, global
Certain, vivid
Uncertain, abstract
Immediate, linear
Delayed, nonlinear
1 Human Mind & Climate Change
CO2 concentration
1769 = Watt invented the steam engine
Source: MacKay, 2008
1 Make Carbon tangible and
immediate
Link to
carbon
visualisation
The carbon dioxide emitted by Stoke Newington School
every year could fill Clissold Park to a depth of 159 cm
Source: http://carbonquilt.org/gallery/images
1 Human Mind and Climate Change
Be aware of human mind limitations
Help people overcome limitations
-> “as if” here and now
Homo sapiens
neandertalensis
Homo
habilis
2
Homo erectus
1.5
1
Homo sapiens
.5
.2
.1
Homo
sapiens
sapiens
Today
Millions of years
200 years
CO2 ppm
Source: MacKay, 2008
Overview
2) How important is
the human dimension
in energy use?
2 Energy Behaviour
Two aspects: Built Form and Occupants
England has one of the oldest housing stocks in Europe
Improvements have been made
Cavity wall insulation from 22% to 48% (1996-2008)
Good loft insulation from 25% to 38% (2003-2008)
Source: English Housing Survey, 2010
Further potential
With all potential measures: SAP rating increase by 11.5 points; annual
fuel costs reduced by £147; CO2 emissions reduction by 26%.
Source: English Housing Survey, 2010
US estimate: Behaviour change can reduce US carbon emissions by
20% in the next ten years
Source: Dietz et al., 2009
2 Energy Behaviour
Two aspects: Built Form and Occupants
Demographics
“Brown” appliances use more energy
according to DECADE project than lighting,
refrigeration, cooking and wet appliances
-> need to know what behaviours to target;
which underlying motivations to address
2 Energy Behaviour
Behaviour can also be problematic
e.g., cheaper comfort, misuse of technology
Adding heating controls and smart meters may
not automatically reduce energy use
(Shipworth et al., 2010; Darby, 2010)
“poor treatment of the human dimension to the
energy demand problem” (Lomas, 2010)
Where to start?
Target high users (Firth et al., 2008; Summerfield et
al., 2010); start with the highest impact/easiest to
change behaviours (Dahlbom, 2009)
Overview
3) Let’s look at some
examples of changing
energy behaviour
Change in consumption / day (kWh)
3 Use social norms
Schultz et al., 2007
3 Making the invisible visible
PhD project (Julie Goodhew) on the use of thermal
images to prompt householders to save energy.
Study 1: Climate Action Group in small Devon
town (N = 42)
Study 2: Homebase customers who had never
purchased a ‘green’ product (N = 100)
3 Making the invisible visible
3 Making the invisible visible
Study 1: Carbon Footprint from Energy Usage in
the Home (KgCo2)
3 Making the invisible visible
Study 2:
Every household received a raft of
interventions:
- information / advice
- energy audit
- beyond energy: waste, food etc.
- £500 to spend
Two groups
The only difference between the
two groups was that the thermal
imaging groups received an
additional thermal report
3 Making the invisible visible
Study 2: draught proofing (%)
30
20
10
0
Thermal
Image
No Thermal
Image
Overview
4) How can we tell if
an intervention has
worked?
4 Evaluating Change
Context: Political, Financial and Time
Pressure
Dahlbom et al., 2009: 41 European case studies
“a lot of programmes lack a proper planning and
evaluation model”
“goals and objectives not specific enough”
“few programmes based on a good prior analysis
of the situation”
“little transfer of learning between projects”
4 Evaluating Change
Is it working? Process evaluation
Did it work? Which aspects? Outcome
evaluation
Set specific target outcomes e.g., number of contacts
made; perceived ease of implementation; energy saved
Identify target groups segmentation – important but don’t
over-segment; if you have something that works for everyone, use it?
Compared to what?
Ideally – a very similar group who hasn’t had an
intervention (yet); “control group”
Why?
4 Evaluating Change
5200
5200
5000
5000
4800
4800
4600
Audit
4600
Thermal
image
Audit
4400
Control
4400
Control
Thermal image
4200
4200
4000
4000
Before
Before
After 1 year
5200
5200
5000
5000
4800
4800
4600
Thermal
image
Audit
4400
Control
4400
4600
4200
4200
4000
4000
Before
After 1 year
After 1 year
It worked
Thermal
image
Audit
Control
Before
After 1 year
4 Evaluating Change
Evaluation is crucial
Evaluation doesn’t have to be expensive
Be clear & realistic on what you want to know
Be strategic about evaluating change (alternative
evaluation plans?)
Integrate planning for this at the start -> Budget time &
funds for this (management, analysis, reports)
Can be disseminated back to users in GM
Others councils / LCEAs might follow your good
practice
5 Summary
Climate change is difficult to get to grips with
because it’s characterised by uncertainty,
complexity, distance and delay
Use local, vivid, relevant messages in
communications
Human behaviour is key to reducing energy
demand
Behaviour change works but requires good
planning and careful evaluation
Acknowledgements
Julie Goodhew
Tim Auburn
Mathew White
Jackie Andrade
Steve Goodhew
Psychology & Sustainability Group
Thank you for listening
Contact: [email protected]