gilded scottish case study workshop the survey and demand reduction initiative in the scottish case...
TRANSCRIPT
1
GILDED Scottish Case Study Workshop
The survey and demand reduction initiative in the Scottish Case Study
Tony Craig, Carlos Galan-Diaz, Anke Fischer, Sara Beedie
2
Always start with a quote or two…..
“If you want truly to understand something, try to change it”
(Kurt Lewin)
“….it is difficult to curb overeating by trying to persuade people that pastries shouldn’t taste good”
(Van Vugt, 2011)
3
Aims of the WP3/4 questionnaire studyLifestyle segmentation (led by PIK)
Examine the impact of values on both environmental behaviour and CO2 footprints.
Estimate household CO2 footprint (home, appliances and travel)
Compare everyday environmental behaviour with CO2 footprint estimates.
The evaluate the effectiveness of a simple intervention based on information provision and a written ‘pledge’
4
Sample2010 2011
GenderMale 551 146
Female 508 122
Level of educationSecondary of less 329 71
College (diploma) 218 50
Vocational 89 33
University (degree) 219 57
University (+4 years) 139 41
Household typeSingle household 232 68
Living with partner 466 119
Living with partner and children 259 61
Single parent 35 8
other 57 7
1 year apart
Index of Pro-Environmental Behaviour (based on Kaiser, 2007)
Assumes that there is such a thing as an ‘environmental attitude’ which is observable from everyday behaviours…
Behaviours are selected to realise the individuals level of attitude (overcoming difficulty is at the heart of this idea)
EASY
Switching
off lights
Buying organic foods
HARD
Buying eco-friendly products
Re-us
ing
shop
ping
bags
Wal
k or
cy
cle sh
ort
dist
ance
s
Eat local
and seasonal
veg
Wait until
have full load
before doing
laundry
Behaviour-based environmental attitude…
freq
uenc
y
6
Values….. represent our guiding principles: our
broadest motivations, influencing the attitudes we hold and how we act.
…. are not “character types” – everyone is motivated to some degree by all the different values round the circle….
Most information campaigns/policies/communications, etc.. implicitly endorse certain values. Where these values match the value orientations of the target audience, there is a higher likelihood of success….
e.g.
hedonism, tradition, benevolence, power, self-determination, etc..
Stimulation
Self-Direction Unive
rsal
ism
Benevolence
Conformity
Security
Pow
erHedonism
AchievementTradition
…Guiding Principles
In Life
A pie??An umbrella??
Measure of BBEA
Values (reduced set of indicators based on Schwartz, 1992)
CO2 Footprint Questionnaire (based on DEFRA ActOnCO2)
Perception of impact of various policy measures
Measures of scepticism
Beliefs about climate change scales
Coping with climate change scales
Measures….
9
Perception of measures for reducing energy consumption
1. … I obtained subsidies for purchasing more energy efficient appliances
2. … energy use became more expensive
3. … high energy consumption was restricted by laws and regulations
4. … I had detailed general information on methods of energy reduction
5. … I received detailed personal advice on the best methods of energy reduction
6. … I had more money available to spend
7. … there was an official Product-Carbon-Label informing about products with low greenhouse gas emissions
Higher predicted impact
Lower predicted impact
With the exception of Product-Carbon-Labelling, ALL MEASURES WERE PREDICTED TO HAVE A CONSIDERABLE IMPACT on household energy consumption.
“I would reduce my household’s current energy consumption if….
10
Social influences on energy consumption
“How important do you think the following parts of society are in influencing your energy consumption?”
1. UK and Scottish government
2. Environmental organisations
3. Local authorities (Aberdeen City Council / Aberdeenshire council)
4. Newspapers and TV
5. Public authorities (e.g. the Scottish Environmental Protection Agency SEPA)
6. Your friends
7. Your neighbourhood
8. European Union politics and authorities
Higher perceived importance
Lower perceived importance
However – on average, none of these were perceived as having a strong influence on energy consumption.
11
Self-Direction
Universalism
Benevolence
Conformity/Tradition
SecurityPower
Achievements
Hedonism
Stimulation
1.5
2.5
3.5
Carbon Footprint Estimate (Total)
High
Medium
Low
Time 1 (2010)
12
Self-Direction
Universalism
Benevolence
Conformity/Tradition
SecurityPower
Achievements
Hedonism
Stimulation
1.5
2.5
3.5
Carbon Footprint Estimate (Home)
High
Medium
Low
Time 1 (2010)
13
Self-Direction
Universalism
Benevolence
Conformity/Tradition
SecurityPower
Achievements
Hedonism
Stimulation
1.5
2.5
3.5
Carbon Footprint Estimate (Travel)
High
Medium
Low
Time 1 (2010)
14
Self-Direction
Universalism
Benevolence
Conformity/Tradition
SecurityPower
Achievements
Hedonism
Stimulation
1.5
2.5
3.5
Index of Pro-Environmental Behaviour
Low
Medium
High
LOW HIGH
NOTE:Green = more environmental
Time 1 (2010)
Behaviour –> Behaviour relationship
This suggests that everyday environmental behaviour is quite habitual…. (people who behave environmentally one year will probably do so in the following year)
LOW HIGH
Many people improve their pro-environmental behaviour, but a similar number of people go in the other direction…
CO2 past –> CO2 present…
This suggests that Household CO2 footprints do not tend to change much over time….
The people below the dashed line are those who have improved their CO2 footprint between 2010 and 2011
17
Total carbon emissions2010 2011
ConditionControl (N=87)
mean 12.74 11.7
sum 1045 959
Pledge (N=91)
Mean 12.59 12.24
Sum 1082 1052
Envi (N=88)
Mean 11.84 11.24
sum 972 921
Total 3524 3389
Total retained sample estimate is 165 Tonnes less in 2011 than in 2010 (a 5% drop overall)
(equivalent to about 13 average households)
This change is mainly due to travel related emissions in the Control and Envi groups….
3 % drop
8 % drop
5 % drop
18
Income and CO2…
Home
Appliance
sTrav
elTotal
0
2
4
6
8
10
12
14
16
18
CO2 emissions at Time one
Tons of CO2
Home
Appliance
sTrav
elTotal
0
2
4
6
8
10
12
14
16
CO2 emissions at Time two
Low incomeMedium incomeHigh income
Tons of CO2
19
Thank you