CHANGING BEHAVIOUR
Changing Behaviour
Ynke Feenstra
Energy research council of the Netherlands (ECN)
4S / EASST
22nd August 2008 - Rotterdam
www.energychange.info
CHANGING BEHAVIOUR
Analysis of your behavioural
change…
Or lack thereoff…..
I provided you with
– Necessary technology (for free!)
– Necessary information
– Successful example
Changing behaviour: not that easy!
Thus… programmes aiming at changing
behaviour must imply more than the above
What is the missing link?
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CHANGING BEHAVIOUR
Missing link…
Take into account the context!
– Does the technology fit needs of the target group?
– Is it new or a replacement of existing technology?
– Does the target group have the necessary capacity &
knowledge to use the technology?
– What is the attitude of the target group towards this
technology or the one providing it?
– Does the attitude of the target group change over time?
Research on effect of context on (changing) behaviour
has been done in many sectors.
Energy field is a little behind…
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CHANGING BEHAVIOUR
Some observations in energy field
Energy consumption must be reduced
Existing demand side management (DSM)
programmes are only partially successful
DSM programmes need to become more
sensitive to context and target group variation
Many widespread theories on how to make
DSM programmes successful
But theories too descriptive & complex to
apply in practice and policy
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CHANGING BEHAVIOUR
Contextualising behavioural change in energy programmes
involving intermediaries and policymaking organizations
working towards changing behaviour
EC - FP7
3 years
Coordinator NCRC
6 work packages
Budget: 3.2 million
13 partners
– 6 researchers
– 7 practicioners
Action research approach
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CHANGING BEHAVIOUR
Action research approach
Researchers
Practitioners
Inventory, analyse and
evaluate existing
practices
knowledge on theory,
methods and tools
interdisciplinary
knowledge on adoption
new energy technologies
and end-user behaviour
Experiences with DSM
programmes
Knowledge on what
works and what not,
operating environment
and practicalities
Mobilisation of networks
& testing in practice
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CHANGING BEHAVIOUR
Working together to…
1. Collect indicators of success of existing DSM
progammes
2. Develop conceptual framework of
sociotechnical change
3. Refine framework via dialogue & pilot projects
4. Translate lessons learned into toolkit for
practioners
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CHANGING BEHAVIOUR
Working together: How?
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CHANGING BEHAVIOUR
Working together: How?
1. Collect indicators of success of DSM progammes
→ Combine literature review & database of programmes
2. Develop conceptual framework of sociotechnical
change
→ Translate literature & case studies into framework
3. Refine framework via dialogue & pilot projects
→ Discuss & test framework with R+P
4. Translate lessons learned into toolkit for
practioners
→ Incorperate reactions R+P on framework into toolkit
www.energychange.info
CHANGING BEHAVIOUR
End-result
A toolbox that:
Provides insights on impact of context on
behaviour(al change)
Translates earlier successes and failures into
direct recommendations for programme
managers
Suggest ways to analyse and deal with context
Includes examples
www.energychange.info
CHANGING BEHAVIOUR
Some intermediate observations
Theories tell: DSM programmes based on theory can be more
successful than ones that do not
But practice shows:
– only succesfull when theory is more or less invisible!
– If too theoretical they are a disaster……
Theory and practice tell that succesful programmes use a
combination of:
– target group tailored problem definition and benefit
– personal advice (household/individual)
– direct feedback on effect of behaviour
The target group and context change continuously. Practice
shows that the more flexible a programme is, the more
successful it is.
www.energychange.info
CHANGING BEHAVIOUR
www.energychange.info
Ynke Feenstra
[email protected]
www.energychange.info