Janet Stephenson "Energy Cultures as an integrative framework."
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Janet Stephenson "Energy Cultures as an integrative framework." Keynote Energy Cultures Conference 2016
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Janet Stephenson "Energy Cultures as an integrative framework."
- 1. Energy Cultures as an integrative framework Dr Janet Stephenson Centre for Sustainability, University of Otago
- 2. Energy cultures framework 1. Supporting research collaborations 2. Energy cultures at multiple sites and scales 3. Distinctive clusters of energy cultures 4. Habitual behaviour 5. Changing energy cultures 6. Energy cultures informing policy 7. Transitional change
- 4. An interdisciplinary collaboration Prof. Gerry Carrington physics/ engineering Dr Paul Thorsnes economics Dr Janet Stephenson sociology/ human geography Prof. Rob Lawson consumer psychology Prof. Barry Barton law & policy Dr John Williams marketing Dr Rebecca Ford engineering Dr Sara Walton management Dr David Rees system dynamics Dr Michelle Scott psychology, HCI Dr Debbie Hopkins environmental sociology Alaric McCarthy environmental science Dr Ben Wooliscroft macro-marketing Jane Khan, project manager Dr Mary Jo Lavelle behavioural geography Stephenson, J., Lawson, R., Carrington, G., Barton, B., Thorsnes, P., & Mirosa, M. (2010b). The practice of interdisciplinarity. International Journal of Interdisciplinary Social Sciences, 5(7), 271-282. Dr Miranda Mirosa consumer behaviour Dr Ikerne Aguirre- Bielschowsky environmental education (Dr) Daniel Gnoth marketing
- 5. Many theories of behaviour & behaviour change Individual • Theory of Reasoned Action (Ajzen & Fishbein, 1980; Fishbein & Ajzen, 1975) • Theory of Planned Behaviour (Azjen 1985) • Norm Activation Model (Schwartz, 1977) • Social Norms Approach (Perkins & Berkowitz, 1986) • Technology Acceptance Model (Ventakesh & Bala 2010) • Behavioural economics (Tversky & Kahneman 1992) • etc Social/Contextual • Systems thinking (von Bertalanffy 1968; Emery 1969, Midgley 2003, Mingers & Brocklesby 1997) • Structuration (Giddens 1979, 1984) • Practice theory (Reckwitz 2002, Batriaux et al 2014; Hand et al 2007; Shove 2004). • Actor-network theory (Latour 1993, Law and Hassard 1999) • Socio-technical systems (Smith and Stirling 2007), multi-level perspective (Geels 2002, 2004) • etc
- 7. Material culture PracticesNorms Have Think Do The energy cultures framework
- 9. Material culture PracticesNorms External influences External influences External influences External influences Stephenson, J., Barton, B., Carrington, G., Gnoth, D., Lawson, R., Thorsnes, P. (2010): Energy Cultures: A framework for understanding energy behaviours. Energy Policy. 38: 6120–6129. Stephenson, J., Barton, B., Carrington, G., Doering, A., Ford, R., Hopkins, D., Lawson, R., McCarthy, A., Rees, D., Scott, M., Thorsnes, P., Walton, S., Williams, J., & Wooliscroft, B. (2015). The energy cultures framework: Exploring the role of norms, practices and material culture in shaping energy behaviour in New Zealand. Energy Research & Social Science, 7, 117-123.
- 10. Material culture PracticesNorms Actor’s realm of influence External influences External influences
- 11. Material culture PracticesNorms Beyond the actor’s realm of influence (usually)
- 12. 2. Energy cultures at multiple sites and scales
- 13. Energy culture at a personal scale
- 14. Mirosa, M., Gnoth, D., Lawson, R., Stephenson, J. (June 2011) Rationalising energy-related behavior in the home: Insights from a value-laddering approach. European Council for an Energy Efficient Economy Summer Study, France, pp.2109-2119 Energy culture at a personal scale
- 15. Energy culture at a household scale PracticesNorms Material culture Wooliscroft, B. (2014) National Household Survey of Energy and Transportation. Centre for Sustainability, University of Otago
- 16. Energy cultures within communities King, G., Stephenson, J., & Ford, R. (2014). PV in Blueskin: Drivers, barriers and enablers of uptake of household photovoltaic systems in the Blueskin communities, Otago, New Zealand. Centre for Sustainability, University of Otago, Dunedin, New Zealand.
- 17. Energy cultures amongst businesses Practices Material culture Norms Walton, S. (2015, March). Energy Behaviour of SMEs in New Zealand. Centre for Sustainability, University of Otago.
- 18. Energy cultures in business sectors Hopkins, D., & McCarthy, A. (2016). Change trends in urban freight delivery: a qualitative inquiry. Geoforum, 74, 158–170.
- 19. Energy cultures of societal groups Hopkins, D., & Stephenson, J. (2014). Generation Y mobilities through the lens of energy cultures: a preliminary exploration of mobility cultures. Journal of Transport Geography, 38, 88-91
- 20. Mobility cultures at a global scale Stephenson, J., Hopkins, D., Doering, A. (2014). Conceptualizing transport transitions: Energy Cultures as an organizing framework. Wiley Interdisciplinary Reviews: Energy & Environment 4:354–364. Masdar’s Energy Culture of Experimentation London’s Energy Culture of Diversity Beijing’s Energy Culture of Speed
- 21. New Zealand’s distinctive energy culture!
- 22. Not just energy cultures …
- 23. Mobility cultures Urban freight Global transport transitions Young people NZ transport transitions Ford, R., Doering, A., Stephenson, J. (2014). Transport Transitions in New Zealand: A Scoping Study. Report prepared for the Energy Efficiency and Conservation Authority (EECA), Centre for Sustainability, University of Otago, Dunedin, New Zealand. Stephenson, J., Hopkins, D., & Doering, A. (2014). Conceptualizing transport transitions: Energy Cultures as an organizing framework. WIREs Energy and Environment. doi:10.1002/wene.149 Hopkins, D., & Stephenson, J. (2014). Generation Y mobilities through the lens of energy cultures: a preliminary exploration of mobility cultures. Journal of Transport Geography, 38 (2014), 88–91 Hopkins, D., & McCarthy, A. (2016). Change trends in urban freight delivery: a qualitative inquiry. Geoforum, 74, 158–170
- 24. Carbon cultures Climate change mitigation by individuals Climate change mitigation by individuals, households, businesses, councils, government Young, W., & Middlemiss, L. (2012). A rethink of how policy and social science approach changing individuals' actions on greenhouse gas emissions. Energy Policy, 41, 742-747. Sims, R., Barton. B., Bennett, P., Isaacs, N., Kerr, S., Leaver, J., Reisinger, A., Stephenson, J., Higham, J., Mason, E. (2016). Transition to a low-carbon economy for New Zealand. Royal Society of New Zealand, Wellington.
- 25. 3. Distinctive clusters of ‘cultures’
- 26. Households – in two dimensions Lawson,R.,Williams,J. (December 2012). Understanding Energy Cultures. Annual conference of the Australia and New Zealand Academy of Marketing (ANZMAC), University of New South Wales, Adelaide
- 27. Households – in 3 dimensions
- 28. Youth mobility cultures 1. Adopting automobility 2. Rejecting automobility - Temporary - Long term Hopkins, D., & Stephenson, J (2015) Generation Y Mobilities. A report for Ministry of Transport. Centre for Sustainability, University of Otago, Dunedin, New Zealand.
- 29. Business energy cultures 1. Frugal Not interested in energy but don't overuse Switch off to save costs Don't see relationship between energy and core business 2. Do more with less Not interested in energy but don't overuse Developing ways to use energy more productively Don't see relationship between energy and core business 3. Integrate Interested in energy consumption Developing and investing ways to use energy more productively Do see relationship between energy and core business 4. Market it Business built on being energy efficient Investing in ways to use energy more productively Actively build a relationship between energy efficiency and core business Walton, S. (2015, March). Energy Behaviour of SMEs in New Zealand. Centre for Sustainability, University of Otago.
- 31. Material culture PracticesNorms Static (habitual) energy cultures Mirosa, M., Gnoth, D., Lawson, R., Stephenson, J. (June 2011) Rationalising energy-related behavior in the home: Insights from a value-laddering approach. European Council for an Energy Efficient Economy Summer Study, France, pp.2109-2119
- 32. Material culture PracticesNorms Static energy culture – internally driven “As a matter of principle I don’t like to waste.” “I try not to turn it on too much because I try not to use too much electricity” “My heating system suits me, I don’t need to change”
- 33. Static energy culture – externally driven Material culture Practices “My flatmates don’t want us to use too much power ‘cause they want to spend money on other things” “We’re in a rental and there’s just the heat pump in the main room, so the rest of the house is pretty cold” Norms “I just put on warm clothes when its cold. Its definitely about money”
- 34. Static business cultures Bell, M., G. Carrington, R. Lawson, J. Stephenson (2014). Socio-technical barriers to the use of low-emission timber drying technology in New Zealand. Energy Policy 67: 747–755. Hopkins, D., & McCarthy, A. (2016). Change trends in urban freight delivery: a qualitative inquiry. Geoforum, 74, 158–170 Walton, S. (2015, March). Energy Behaviour of SMEs in New Zealand. Centre for Sustainability, University of Otago.
- 35. Material culture PracticesNorms External influences External influences External influences External influences Aspirations for change Aspirations for change may be locked in
- 36. 5. Changing energy cultures
- 37. Material culture PracticesNorms Financial rationality? Values? Knowledge? Mirosa, M., Lawson, R., & Gnoth, D. (2011) Linking Personal Values to Energy-Efficient Behaviors in the Home. Environment and Behaviour (27) 1-21 Material culture PracticesNorms What drives change? Bell, M., G. Carrington, R. Lawson, J. Stephenson (2014). Socio-technical barriers to the use of low-emission timber drying technology in New Zealand. Energy Policy 67: 747–755.
- 38. Drivers Enabling Choosing Attractors • Experiencing a house with the change • Talking with trusted people • Independent objective information about options • Information crafted to householders’ circumstances • Trusting the quality of the technology • Financial support • Help from trusted people who’ve made the change • Being clear about what you should do first/next • Trusting the tradesmen/retailer • Knowing how bad your house is compared to others GENERIC CHANGE FACTORS • Experiencing a house with the change • Knowing the change will improve family wellbeing • Feeling it has become the norm Home energy change
- 39. Drivers Enabling Choosing Attractors • Experiencing a house with the change • Knowing the change will improve family wellbeing • Feeling it has become the norm TV ADVERTISING• Knowing how bad your house is compared to others • Experiencing a house with the change • Talking with trusted people • Independent objective information about options • Information crafted to householders’ circumstances • Trusting the quality of the technology • Financial support • Help from trusted people who’ve made the change • Being clear about what you should do first/next • Trusting the tradesmen/retailer
- 40. Drivers Enabling Choosing Attractors INSULATION & HEATING SUBSIDIES • Knowing how bad your house is compared to others • Experiencing a house with the change • Knowing the change will improve family wellbeing • Feeling it has become the norm • Experiencing a house with the change • Talking with trusted people • Independent objective information about options • Information crafted to householders’ circumstances • Trusting the quality of the technology • Financial support • Help from trusted people who’ve made the change • Being clear about what you should do first/next • Trusting the tradesmen/retailer
- 41. Drivers Enabling Choosing Attractors HOME ENERGY ADVICE• Knowing how bad your house is compared to others • Experiencing a house with the change • Knowing the change will improve family wellbeing • Feeling it has become the norm • Experiencing a house with the change • Talking with trusted people • Independent objective information about options • Information crafted to householders’ circumstances • Trusting the quality of the technology • Financial support • Help from trusted people who’ve made the change • Being clear about what you should do first/next • Trusting the tradesmen/retailer
- 42. Drivers Enabling Choosing Attractors SOCIAL NETWORKS• Knowing how bad your house is compared to others • Experiencing a house with the change • Knowing the change will improve family wellbeing • Feeling it has become the norm • Experiencing a house with the change • Talking with trusted people • Independent objective information about options • Information crafted to householders’ circumstances • Trusting the quality of the technology • Financial support • Help from trusted people who’ve made the change • Being clear about what you should do first/next • Trusting the tradesmen/retailer
- 43. ALL INFLUENCES Stephenson, J. (2012), Energy Cultures and Social Networks: influences on household energy behaviour. Behave: Energy Efficiency and Behaviour conference, 20-21 September 2012, Helsinki
- 44. Material culture Energy practices Norms and aspirations Changing one element can change others … NormsAspirations More than just “rebound effect”
- 45. Material culture PracticesNorms New material culture Gnoth, Dan (2016). Residential Mobility and Changing Energy Behaviour. PhD Thesis, University of Otago
- 46. New practices Material culture Norms Practices Hopkins, D, & Stephenson, J. (2015). Generation Y Mobilities: Full Report. Published by the Centre for Sustainability, University of
- 47. Norms Material culture PracticesAspirations New aspirations King, G., Stephenson, J., & Ford, R. (2014). PV in Blueskin: Drivers, barriers and enablers of uptake of household photovoltaic systems in the Blueskin communities, Otago, New Zealand. Centre for Sustainability, University of Otago, Dunedin, New Zealand.
- 48. Material culture PracticesNorms External influences can also drive change
- 49. New technologies and infrastructure… Stephenson, J., Hopkins, D., & Doering, A. (2014). Conceptualizing transport transitions: Energy Cultures as an organizing framework. WIREs Energy and Environment. doi:10.1002/wene.149
- 51. Changing social norms… collaborative cultures
- 52. Changes in policy and regulation…
- 53. 6. Energy cultures informing policy
- 54. Understanding clusters of energy cultures .... and unmet aspirations for sustainable energy changes Wooliscroft, B. (2014) National Household Survey of Energy and Transportation. Centre for Sustainability, University of Otago Lawson,R.,Williams,J. (December 2012). Understanding Energy Cultures. Annual conference of the Australia and New Zealand Academy of Marketing (ANZMAC), University of New South Wales, Adelaide
- 55. Crafting advice to fit the energy culture Community events Personalised advice Scott, M. G., McCarthy, A., Ford, R., Stephenson, J., & Gorrie, S. (2016). Evaluating the impact of energy interventions: home audits vs. community events. Energy Efficiency, 1-20.
- 56. Crafting advice to fit the energy culture Ford, R., Sumavsk, O., Clarke, A., & Thorsnes, P. (2014). Personalized Energy Priorities: A User-Centric Application for Energy Advice. Presented at the HCI International 2014 Conference.
- 57. Understand the problem as a system with feedback loops 57 Rees, D., Stephenson, J., Hopkins, D., & Doering, A. (2016). Exploring stability and change in transport systems: combining Delphi and system dynamics approaches. Transportation
- 58. Target policy in problem areas Barton, B (2014) A warm dry place to live: Energy efficiency and rental accommodation. The Canterbury Law Review,19, (2014) 1-188. Eusterfeldhaus, M., & Barton, B. (2012) Energy Efficiency: A Comparative Analysis of the New Zealand Legal Framework. Journal of Energy and Natural Resources Law 29:4 431-470 Barton, B. (2012) The Denominator Problem: Energy Demand in a Sustainable Energy Policy. Policy Quarterly 9(1): 3- 8. Barton, B. (2016, May) Electric vehicles policy announcement: strengths and weaknesses, New Zealand Law Journal. Barton, B., Schütte, P. (2015) Electric Vehicle Policy: New Zealand in a Comparative Context (Energy Cultures • Energy efficiency • Residential tenancies and housing performance • Low-carbon mobility
- 59. Material culture PracticesNorms 1. What are the characteristics of the energy culture under inquiry?
- 60. Material culture PracticesNorms 2. How are external influences driving or preventing change? Individuals Households Firms “Driver” influences (tending to drive change anyway) “Barrier” influences (slowing or preventing change)
- 61. Material culture PracticesNorms Individuals Households Firms “Driver” influences (tending to drive change anyway) “Enabler” influences (overcoming barriers, aligning policy) 3. Designing interventions to reduce barriers and align with ‘culture’
- 62. EVs Actions Expectations Aspirations Norms Material culture Practices EV cost EV range Oil price Awareness EV charge time Example: stimulating EV uptake Drivers Barriers Ford, R., Stephenson, J., Scott, M., Williams, J., Rees, D., & Wooliscroft, B. (2015). Keen on EVs: Kiwi perspectives on electric vehicles, and opportunities to stimulate uptake (Working Paper). Centre for Sustainability, University of Otago. Upfront cost Limited EV imports Range anxiety Limited knowledge & hands-on experience Social desirablilty limited Low emissions imports not encouraged
- 63. EVs Actions Expectations Aspirations Norms Material culture Practices EV cost EV range Oil price Awareness EV charge time Example: stimulating EV uptake Drivers Enablers Reduce upfront cost Increase supply chain (fleet purchases) Charging infrastructure Improve knowledge & hands-on experience Increase social desirability (EV privileges; high profile drivers) Discourage high- emissions vehicle imports
- 64. EVs Actions Expectations Aspirations Norms Material culture Practices EV cost EV range Oil price Awareness EV charge time Example: stimulating EV uptake Drivers Enablers Reduce upfront cost Increase supply chain (fleet purchases) Charging infrastructure Improve knowledge & hands-on experience Increase social desirability (EV privileges; high profile drivers) Discourage high- emissions vehicle imports
- 67. Infrastructure Policy Business models Markets Culture change re-shaping externalities
- 68. New infrastructure New policy responses New business opportunities New markets Culture change driving transition
- 70. Material culture PracticesNorms Law Regulation Policy Everyday decisions and actions Procurement Infrastructure Assets Changing energy culture at government scale?
- 71. Energy Cultures as an integrative model 1. Supports interdisciplinary research 2. Accessible to both academics and non-academics 3. Takes into account the broad context of behavioural influences 4. Complementary with relevant theories 5. Supports multiple research methods 6. Applicable at multiple scales 7. Accounts for heterogeneity 8. Generalisable 9. Policy relevant 10. Highlights role of culture change in transition
- 72. http://energycultures.org/ Our co-funders Thanks to: Our main funder “To devise a suitable framework for the interdisciplinary study of energy, it is necessary to develop simple narratives for relevant disciplines based on big ideas found therein.” (Yachew 2014, p74)