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

Content

1) Background: the research project

2) Figures, decision routines & approaches

3) Good practises

4) Conclusions3

© Amt für Klimaschutz und Nachhaltigkeit Kreis Steinfurt

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

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© shutterstock

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.

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

GOOD PRACTICESExemplary pilot tests

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© SWHD Energie

Pilot 1: climate protection in sports clubs

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© Amt für Klimaschutz und Nachhaltigkeit Kreis Steinfurt

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

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

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

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

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

Thank you for your attention.

Dr. Frieder RubikIOEW – Institute for Ecological Economy

Research, Heidelbergfrieder.rubik@ioew.de

https://www.ioew.de/publikation/der_weg_zum_klimabuerger