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ERSCP 2017Skiathos Oct 1-5, 2017
Dr. Frieder RubikIOEW – Institute for Ecological
Economy Research, Berlin
Competitions as motivation for citizens in climate protection
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The IOEW - Institute for Ecological Economy Research
– IOEW is a leading scientific institute– practice-oriented research for a sustainable economy– Founded in 1985– non-for-profit– Objective: to devise strategies and approaches for viable, long-
term economic activity – for an economy which enables a good life and preserves natural resources
– In 2000 recognition by the German Federal Ministry of Education and Research (BMBF) as “center of excellence in social-ecological research“
– More than 500 completed research and consulting projects
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Content
1) Background: the research project
2) Figures, decision routines & approaches
3) Good practises
4) Conclusions3
© Amt für Klimaschutz und Nachhaltigkeit Kreis Steinfurt
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RESEARCH PROJECT “CLIMATE-RESIDENTS”
Background
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Climate-Residents: roles, experiences, challenges and opportunities in the transformation of the energy system
5 Duration 04/2013 – 03/2016
scientific partners
Funding within the programme line „transformation of the energy system“
public partnersRegional planningcommunity Altmark
City of Heidelberg
MunicipalityNalbach
District Steinfurt
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Engaging in the transformation of the energy system in 4 ‚roles‘
‚Consumers' ‚Social actors / peers'
‚Investors and producers' ‚Political protagonists'
© erysipel/ pixelio.de
© fotolia
© shutterstock
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FIGURES, DECISION ROUTINES & APPROACHES
Background
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Some (German) background figures
– ~ ¼ - 1/3 of total energy consumption by German households– Everyday use of electricity ~ 10% in Germany– Reduction potentials – wide range: single figures up to 50%
(ref. to German context)
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– Electricity consumption determined by– Strategic consumer decisions, e.g. purchases of energy-using
appliances– Everyday usage patterns and routines.
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Decisions & routines – state of the art
– Strategic consumer decisions influenced by– sociodemographic – structural factors (e.g. household income)
– Behavioural usage patterns influenced by – psychological factors, esp. social or ecological norms and
attitudes,– Habits/routines, (perceived) compromises (in terms of
comfort), situative decisions
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Approaches influencing energy consiousbehaviour and decisions
– Different intervention approaches, e.g.– Monetary incentives– Activation of norms– Information– Feedback systems
– BUT: Integrative, interactive approach– 4 E model ( next slide)
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The 4-E model
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Catalyse
Enable
Engage
Exemplify
Encourage
SDC/NCC (2006): I will if you will, p. 13
refers to instruments that empower individuals to become more sustainable, and contribute to the creation of appropriate structures of action
includes all instruments that provide monetary or non-monetary incentives for sustainable behaviour
focuses on tools and measures that promote individual and collective commitment to sustainability and facilitate the mobilization of individuals
describes role model behaviour of individual actors that in turn encourages other actors to take similar actions
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GOOD PRACTICESExemplary pilot tests
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© SWHD Energie
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Pilot 1: climate protection in sports clubs
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© Amt für Klimaschutz und Nachhaltigkeit Kreis Steinfurt
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Pilot 1: climate protection in sports clubs
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District Steinfurt
Target group:sports clubs with own premises
Aims: – Activation and engagement in local
energy production and investment– Spillovers to members
Label: branding best practicesin climate protection(gold, silver, bronze)
© TV Jahn Rheine
© Amt für Klimaschutz und Nachhaltigkeit Kreis Steinfurt
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Pilot 1: Experiences
– 9 sport clubs with ~9,100 members joined the competition– Supportive measures:
– Professional energy consulting– Trainings for club members as „ambassadors for climate
protection“– Subsidies for investments
– At the end: Certificates– 1 gold medal– 5 bronze medals
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Pilot 2: Electricity saving competition
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City of Heidelberg
Target group:Customers of local electricity provider
Aim: Reduction of electricity consumption
Rewards: prizes in reduction (in %): 1st Pedelec 2nd 500€ voucher 3rd 250€ voucher Three special prizes
© SWHD Energie
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Pilot 2: Experiences
– 400 participants– Supportive measures:
– Energy saving hints by newsletter (every 6-8 weeks)– Interim competition (best idea, creativst idea…)– Reports in social media
– Still ongoing– Start February 1, 2017– End January 31, 2018
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Other (German) experiences– Experiences:
– Municipality Ascha/DE:– Winning three households: reduction of electricity consumption between 24 and 32%.
– District Regensburg/DE:– Winning three households: reduction of electricity consumption between 43 and 62%.
– Gemeinde Wilpoldsried (BY): – Winning three households: Reduction of electricity consumption between 34% and 42%.
– Municipality Bad Grönenbach/DE: – The Winning household reduced its electricity consumption about 67%.
– Quartier Neue Vahr/DE: – Reduction of electricity consumption of all households between 20% and 30%.
– Municipality Wasserburg/DE: – Winning three households: Reduction of electricity consumption between 45% and 22%.
– District Oberallgäu/DE: – Winning four households: Reduction of electricity consumption between 70% and 50%.
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Overall: Winners have reached considerable reductions
– BUT:
– Missing and reliable data to average reductions of all participating households
– Permanance of reductions after end of the competition
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CONCLUSIONSFinally
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Crucial influencing factors– „Design“ of the competition, especially:
– Simpicity of registration– Duration– Rewards
– Connection to other local activities:
– Integration into local climate protection plans & measures– Support of participants– „Making people talk about it“– Alliances, partners and networking– Development of local identity– Bundle and embedment ( next slide)
– Personnel conditions:
– Values and norms, esp. social and environmental ones– Environmental awareness– Situational factors & contexts20
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Conceptual & practical integration
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Electricity saving
competition
Enable
Engage
Exemplify
Encourage
• Prizes• Social recognition• Monetary savings
• Public relations work• Providing information• Training of
disseminators
• Public announcement of the winners• Publication of exemplary savings
• Recommendations for behaviour of participants
• Energy consultation
… to come closer to the target
Structural and balanced integrative approach needed
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Thank you for your attention.
Dr. Frieder RubikIOEW – Institute for Ecological Economy
Research, [email protected]
https://www.ioew.de/publikation/der_weg_zum_klimabuerger