Exploring and analyzing relevance and psychological drivers of rebound effects
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1 Exploring and analyzing relevance and psychological drivers of rebound effects Anja Peters, Elisabeth Dütschke & Joachim Schleich Fraunhofer ISI, Karlsruhe, Germany Science for the Environment 2013, Aarhus, Denmark, October 2013 I n c o o p e r a t i o n w i t h Z E W ( M a n n h e i m ), Z I R I U S ( S t u t t g a r t ), R W I ( E s s e n ) F u n d e d b y t h e G e r m a n F e d e r a l M i n i s t r y o f E d u c a t i o n a n d R e s e a r c h ( B M B F )
2 Aim and research questions Previous research concentrates to analyze rebound effects as price and income effects Aim: Study factors inducing rebound effects from a psychological point of view Research questions: 1. Does usage behavior of products or services change after an investment in energy-efficiency and how? 2. Which factors play a role for behavioural changes? 3. Which differences exist between different areas of behaviour? a. mobility behaviour b. residential behaviour (lighting, heating, usage of appliances) Seite 2
3 Theoretical framework: 1. Explanation of usage of energy-consuming products / services Social norm Attitude / Evaluation Problem awareness Personal norm Usage of energy-consuming products / services Response efficacy Perceived behavioural control (based on Bamberg & Möser, 2003) Seite 3
4 Theoretical framework: Relevant factors for rebound effects Using a more efficient bulb is less harmful for the environment. That`s a good thing. Change of attitude / evaluation Change of behaviour due to more efficient product / service Seite 4
5 Theoretical framework: Relevant factors for rebound effects Change of attitude / evaluation With an efficient light bulb, I do not feel so obliged to use it economically. Change of personal norm Change of behaviour due to more efficient product / service Seite 5
6 Theoretical framework: Relevant factors for rebound effects Change of social norm Change of attitude / evaluation My family is more relaxed if I don`t switch off the light when I leave the room. Change of personal norm Change of behaviour due to more efficient product / service Core variables to explore But also need to explore relevance of other variables such as problem awareness, habits and needs Seite 6
7 Two methodological steps Qualitative approach: Aim: explore relevant factors and mechanisms Method: focus groups = moderated and structured group discussions on a specific topic Quantitative approach: Aim: analyze relevant factors and test derived hypotheses Method: representative questionnaire survey Seite 7
8 Method I: Focus groups 10 focus groups: 5 for transport, 5 for residential behaviour May July 2011 Requirements for participants: Adoption of energy-efficient products / efficiency improvements: transport: change to a more efficient vehicle residential behaviour: insulation of home, change to more efficient appliances or lighting Sample: N = 61; age: 16 to 69, Ø = 42; 78,7 % male Seite 8
9 Evidence: Occurring changes of behaviour social norm attitude / evaluation personal norm (Changes of) use of energy-efficient product / service Increased usage/ demand (= rebound effects) identified mainly for mobility and lighting Also, evidence for absence of behavioral changes and negative rebound effects (further reductions) Seite 9
10 Evidence: Attitude as relevant factor social norm attitude / evaluation personal norm (Changes of) use of energy-efficient product / service Changes in attitudes inducing rebound effects are more likely if needs are not yet satiated ( if changing behaviour means an asset). if environmental motives and norms are less strong. Seite 10
11 Evidence: Attitude as relevant factor social norm attitude / evaluation personal norm (Changes of) use of energy-efficient product / service Changes in personal and social norms inducing rebound effects are more likely for low or moderate norms and low problem awareness. if needs are not yet satiated. Seite 11
12 Evidence for further factors influencing rebound effects social norm attitude / evaluation Satiation of needs personal norm Changes of use of energy-efficient product / service Needs seem already more satiated for residential living than for mobility. Seite 12
13 Evidence for further factors influencing rebound effects social norm attitude / evaluation Habits Satiation of needs personal norm Changes of use of energy-efficient product / service Strong habits can stabilize behaviour and prevent rebound effects. Seite 13
14 Evidence for further factors influencing rebound effects social norm attitude / evaluation Habits Satiation of needs personal norm Changes of use of energy-efficient product / service Mistaken beliefs about optimal usage of efficient technology can induce rebound effects. Knowledge about usage of technology Seite 14
15 Method II: Survey April- May participants recruited via representative panel of market research institute Topics: Mobility, heating and lighting efficiency measures and relevant decision criteria usage behaviour and psychological determinants Analyses focused on participants who adopted more efficient technology. Seite 15
16 Preliminary results: Estimation of relevance of rebound effects in different areas Lighting: Burning time: 30% of respondents let more efficient lights burn 10% longer on average 11 minutes per day. Brightness: More than 50% of the new bulbs were brighter than the old on average 25% brighter Moderate rebound effect of 8.5% for all light bulbs, 5.3% for main lighting in living-dining area Mobility: relatively high direct rebound effects of 40-60%, but based on specific classical economic assumptions Heating: Modern heating systems run 40 minutes longer per day. Analyses still ongoing, in particular with regard to psychological variables Seite 16
17 Conclusions and discussion Energy-efficiency improvements may have different effects on behaviour First evidence: Rebound effects seem more likely for mobility and lighting than for heating and usage of appliances Relevant factors: Motives, personal and social norms, attitudes, beliefs about optimal usage, need satiation, habits and visibility of savings. Exploration by focus groups can only give first hints (dependson own awareness of behavioural effects and mechanisms). Influencing factors and mechanisms very complex. Psychological variables not easy to analyze in a cross-sectional survey longitudinal study / pre-post design would be optimal Seite 17
18 Thank you for your attention! Contact for further details or questions: Seite 18
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