Co-designing field experiments with cities: Promoting energy-saving showerheads

Transcription

1 Co-designing field experiments with cities: Promoting energy-saving showerheads Roman Seidl (ETH), Michael Stauffacher (ETH), Uros Tomic (ZHAW), Corinne Moser (ZHAW), Yann Blumer (ZHAW) Human Dimensions of Environmental Risks Ascona, 26th Mai 2017

2 Municipalities as key actors in promoting energy-saving behaviour Perceived as a trusted actor by the population Role model function (e.g. energy-efficient public administration buildings) Self-commitment («Energiestadt» label, 2000W society, etc.) Often: Ownership of local utilities 2

3 Approach Research based on real interventions/campaigns instead of controlled trials or lab experiments Co-design and co-implementation of field studies together with partner municipalities Main research interest: the role of social interaction for behaviour change 3

4 Overview of selected studies «Without a car to the training» Competition between teams resp. individual people Survey before / after the Cup (immediately, after 3 months) 12 teams (177 people) 32 individual people Partner: City of Winterthur Goal: impact of social processes on behaviour change Main results: More pronounced behaviour change in teams; teams as multipliers «Bike4Car: trying out an E- Bike» (N~1800) Survey: Before (n=405) After (n=219) After 1 year (n=300) Partner: myblueplanet Goal: motivation, experience, behaviour change Main results: possibility to experiencing something new and health are key motivations; change of mobility-related habits «Low-flow shower heads» Refurbishment of the swimming pool Promotion campaign of the local utility Information campaign in the swimming pool Survey of the visitors (n=406) Partner: City of Winterthur Goal: determinants of the purchasing decision; the role of social interaction Preliminary results: Ambiguous role of social interaction 4

5 Field study in the public swimming pool Geiselweid (Winterthur) Background Warm water consumption as a second largest source of overall household energy consumption (BFE, 2016) Refurbishment of the swimming pool: installation of low-flow shower heads (LFSH) Promotion of LFSHs through the local utility Intervention = information campaign Create awareness regarding new LFSHs Triggering discussions about them (social interaction) 5

6 Research questions What are the determinants of intention to purchase a LFSH among the visitors who tried out an LFSH at the public swimming pool? Does social interaction among visitors have an effect on their intention to purchase a LFSH? 6

7 Method On-site survey: conducted from 23rd January to 5th February 2017 Sample N=406 (110 online) Average age 42, 52% males, 48% females Variables developed based on the Theory of planned behaviour (Ajzen & Fishbein, 1991) : Attitudes regarding the LFSH Social norms regarding the use of a LFSH Perceived ease of installation and affordability Intention to purchase a LFSH Additional variable of interest: social interaction (Axsen & Kurani, 2012): Level of social interaction, measured by an intensity of discussions about LFSH 7

8 Very low degree of social interaction N=235 8

9 No significant effect of social interaction Unstandardized Coefficients Standardized Coefficients Independent variables B Std. Error Beta t Sig. (Constant) Attitudes Norms PBC Interaction N=235, R_square=

10 The mere visibility of the campaign doesn t really stimulate discussions Those few, who were annoyed seem to have engaged in discussions. Mean=4.6 The visibility of the posters was high The posters stimulate discussion. The posters stimulate reflection..240 ** N=231 Degree of social interaction I was annoyed by the posters. Mean= ** 10

11 Showering experience negatively correlated with social interaction Mean=2.18 The water pressure was too low for me..119 * Mean=4.18 The water quantity was fine for me * N=231 Degree of social interaction Mean=4.22 Generally, it was a pleasant showering ** 11

12 Comments mostly dealt with negative experiences The most complaints deal rather with installation/setting issues than directly with shower heads. «It takes too long till the water starts coming out...» «Not appropriate for handicapped persons!» «Waiting extremely long for the water to warm up, after a short while the water is cold again.» «I would let the water flow longer!» «The water flow from the new shower heads ist to near to the wall.» «The shower heads are installed to near to the wall! Almost every time I touch the wall wit my head!» 12

13 Comments and the degree of interaction Degree of social interaction (mean) no comments (N = 330) positive comments (N = 8) neutral comments (N = 37) negative comments (N = 27) 13

14 Lessons learned Generally invisible nature of the shower heads Importance of the context: Secondary role of the shower heads for the visitors of the public swimming pool Importance of the settings (position, temperature, duration, ) Discussions can be triggered in both directions Implications for intervention design: Necessary to find an appropriate balance between attracting attention and avoiding irritation 14

15 Thank you for your attention! Promoting energy-sufficient behavior in cities This research project is conducted within the National Research Program Managing Energy Consumption (NRP 71) of the Swiss National Funds (SNF). Further information regarding the National Research Program are available at 15

16 Appendix Item Valid N Mean Std. Deviation Cronbachs α I had a discussion about LFSH with one or more known persons. I had a discussion about LFSH with one or more unknown persons. The use of a water-saving shower heads fits me. A water-saving shower heads protects the drinking water α = α = Water-saving shower heads are comfortable Water-saving shower heads contribute to environmental protection. All in all water-saving shower heads are a good thing

17 Appendix The installation of a water-saving shower head is complex. (negative) I can install a water-saving shower head on my own. The decision to install a water-saving shower head is made by someone else. (negative) People who are important to me expect me to use warm water sparingly. People, who are important to me, like it when I deal sparingly with hot water. People who are important to me use hot water sparingly α = α = People who care about me, shower sparingly I intend to accept the promotion offer (watersaving shower head for 10.- instead of )

18 Appendix Previous experience with LFSHs Did you shower with an LFSH before? Frequency Yes, I have one at home 189 Yes, outside my home (e.g., on vacation) 76 No 80 Don't know 37 18

19 Appendix Showering impressions 19

20 Appendix Impressions of the information campaign 20

21 Showering experience negatively correlated with social interaction Attitudes * Norms.115 * Degree of social interaction N=235 PBC