GILDED Scottish Case Study Workshop The survey and demand reduction initiative in the Scottish Case Study Tony Craig, Carlos Galan-Diaz, Anke Fischer, Sara Beedie 1

Always start with a quote or two….. 2 “If you want truly to understand something, try to change it” (Kurt Lewin) “….it is difficult to curb overeating by trying to persuade people that pastries shouldn’t taste good” (Van Vugt, 2011)

Aims of the WP3/4 questionnaire study 3 Lifestyle segmentation (led by PIK) Examine the impact of values on both environmental behaviour and CO2 footprints. Estimate household CO2 footprint (home, appliances and travel) Compare everyday environmental behaviour with CO2 footprint estimates. The evaluate the effectiveness of a simple intervention based on information provision and a written ‘pledge’

Sample Gender Male Female Level of education Secondary of less32971 College (diploma)21850 Vocational8933 University (degree)21957 University (+4 years)13941 Household type Single household23268 Living with partner Living with partner and children25961 Single parent358 other577 1 year apart

Index of Pro-Environmental Behaviour (based on Kaiser, 2007)  Assumes that there is such a thing as an ‘environmental attitude’ which is observable from everyday behaviours…  Behaviours are selected to realise the individuals level of attitude (overcoming difficulty is at the heart of this idea) Switching off lights Buying organic foods Buying eco- friendly products Re-using shopping bags Walk or cycle short distances Eat local and seasonal veg Wait until have full load before doing laundry Behaviour-based environmental attitude… frequency

Values 6 ….. represent our guiding principles: our broadest motivations, influencing the attitudes we hold and how we act. …. are not “character types” – everyone is motivated to some degree by all the different values round the circle…. Most information campaigns/policies/communications, etc.. implicitly endorse certain values. Where these values match the value orientations of the target audience, there is a higher likelihood of success…. e.g. hedonism, tradition, benevolence, power, self-determination, etc..

Stimulation Self-Direction Universalism Benevolence Conformity Security Power Hedonism Achievement Tradition …Guiding Principles In Life A pie?? An umbrella??

Measure of BBEA Values (reduced set of indicators based on Schwartz, 1992) CO2 Footprint Questionnaire (based on DEFRA ActOnCO2) Perception of impact of various policy measures Measures of scepticism Beliefs about climate change scales Coping with climate change scales Measures….

Perception of measures for reducing energy consumption 9 1.… I obtained subsidies for purchasing more energy efficient appliances 2.… energy use became more expensive 3.… high energy consumption was restricted by laws and regulations 4.… I had detailed general information on methods of energy reduction 5.… I received detailed personal advice on the best methods of energy reduction 6.… I had more money available to spend 7.… there was an official Product-Carbon-Label informing about products with low greenhouse gas emissions Higher predicted impact Lower predicted impact With the exception of Product-Carbon-Labelling, ALL MEASURES WERE PREDICTED TO HAVE A CONSIDERABLE IMPACT on household energy consumption. “I would reduce my household’s current energy consumption if….

Social influences on energy consumption 10 “How important do you think the following parts of society are in influencing your energy consumption?” 1.UK and Scottish government 2.Environmental organisations 3.Local authorities (Aberdeen City Council / Aberdeenshire council) 4.Newspapers and TV 5.Public authorities (e.g. the Scottish Environmental Protection Agency SEPA) 6.Your friends 7.Your neighbourhood 8.European Union politics and authorities Higher perceived importance Lower perceived importance However – on average, none of these were perceived as having a strong influence on energy consumption.

11 Time 1 (2010)

12 Time 1 (2010)

13 Time 1 (2010)

14 NOTE: Green = more environmental Time 1 (2010)

Behaviour –> Behaviour relationship This suggests that everyday environmental behaviour is quite habitual…. (people who behave environmentally one year will probably do so in the following year) Many people improve their pro-environmental behaviour, but a similar number of people go in the other direction…

CO2 past –> CO2 present… This suggests that Household CO2 footprints do not tend to change much over time…. The people below the dashed line are those who have improved their CO2 footprint between 2010 and 2011

Total carbon emissions Condition Control (N=87) mean sum Pledge (N=91) Mean Sum Envi (N=88) Mean sum Total Total retained sample estimate is 165 Tonnes less in 2011 than in 2010 (a 5% drop overall) (equivalent to about 13 average households) This change is mainly due to travel related emissions in the Control and Envi groups…. 3 % drop 8 % drop 5 % drop

Income and CO2… 18

Thank you 19