1. Maximising energy savings from domestic microgeneration: a cultural and behavioural analysis
N Bergman*1, P Baker 9, J Barton2, R Blanchard2, N Brandon3, D Brett4, D Infield5, A Hawkes3, C Jardine1, N Kelly5, M Leach6, M. Matian3, A Peacock7, I Staffel8, S. Sudtharalingam6, B Woodman9
(1) University of Oxford, UK (2) University of Loughborough, UK (3) Imperial College, London, UK (4) University College, London, UK (5) University of Strathclyde, UK (6) University of Surrey, UK (7) Heriot Watt University, UK (8) University of Birmingham, UK (9) University of Exeter, UK *corresponding author Noam Bergman, Environmental Change Institute, University of Oxford, Dyson Perrins Building, South Parks Road, Oxford OX1 3QY.
This study is part of the UK Energy Research Centre (UKERC) microgeneration project
Introduction: This study looks at the cultural and behavioural sides of domestic microgeneration – small scale, low- or zero-carbon energy generation, such as solar panels and heat pumps – focusing on the UK. We consider household behaviour, installers’ practices and institutional issues, and analyse the prospects for maximising energy and emissions savings from microgeneration. This includes not only maximising uptake, but also ensuring the most appropriate and professional installations, which are then used properly and to their full potential. Finally, we consider behaviour change post-installation, and possible spill-over to other energy-related behaviour.
(3) Case study: savings from solar hot water
A case study of solar water heating in the Manchester area (F Hill, 2009; F. Hill, forthcoming) estimates energy savings at 16-17%, one quarter of the potential savings predicted by the industry (60-70%). The poor savings are due to a complex mixture of behavioural, institutional, economic, cultural and technical reasons:
Households do not have access to good information on maximising savings and are usually not inclined to investigate optimal usage. Many are told ‘solar works for you whatever you do’ – but in fact, savings depend on boiler timing.
Manufacturers and installers do not take a ‘whole system approach’, resulting in products & installations which are not always compatible with existing boiler systems.
Many households do not have separate controls for space heating and water heating, so can’t optimise boiler timings.
With little incentive to maximise energy savings, installers focus on maximising sales of specific products.
The average solar household uses less water than the average household, so savings are reduced. Conclusion: Maximising uptake and maximising energy and emissions savings are very different things!
Whatever you do
65% of households
35%
(1) The simple purchase model and its limits
A massive increase in uptake of microgeneration in the UK is needed if it is to play a significant role in emissions reduction. Current purchasers are ‘innovators’ and ‘early adopters’ – less concerned with cost and more willing to take risks, more interested in new technology, environmental issues or self-sufficiency than most. The spread of microgeneration to the wider public is non-trivial. We propose and critique the simple model in the diagram below as the accepted wisdom of current policymaking: It is assumed that purchase decisions are ‘rational’, based only on cost and information.
microgen can reduce residential CO2 emissions
provide information
lower costs
people will buy microgen
residential emissions will go down
(4) An alternative behaviour model
We consider an alternative behaviour model, which takes into account that providing subsidies and information is insufficient to maximise uptake, let alone to ensure optimal installations, best practices in use, and spill-over effects to reduce emissions from behaviour. This model considers the need to engage with industry to ensure best products and appropriate installations, and the need to engage with consumers, and supply them with good, independent information.
microgen can help meet residential CO2 emission cuts
inform consumers about best practices
help with costs:
upfront and payback
people will buy microgen and understand it
empowered energy citizens use microgen and other technologies and change behaviour to reduce residential emissions
engage installers and manufacturers
appropriate installations which are used properly
purchase
decision
cost
environ.
concerns
technology
personal benefits
social
influences
(2) Reasons for purchase / installation of microgeneration
Microgeneration is purchased for a variety of reasons. Cost, including up front price and payback time, is a major factor in purchase decision. However, simple ‘rational actor’ models do not match consumer behaviour: people consider up front costs more heavily than they do payback time. Purchase decision is also affected by environmental concerns, including climate change; social influences, such as friends and relatives who have the technology, but also celebrities, advertisements, and the general image of the product; interest in – or distrust of – new technology; and personal benefits, such as comfort, warmth and self-sufficiency. An example of non-economic reasons overriding cost: double glazing has a better image and is often purchased when cavity wall insulation would give a much shorter payback time.
Discussion:
Lowering prices and spreading information alone do not guarantee maximising uptake of microgeneration. Moreover, maximising uptake alone is insufficient to maximise energy and emission savings.
Engagement with the industry is necessary to shift from a hard sales focus to an energy reduction focus.
Engagement with the public is necessary to ensure better understanding and use of microgeneration. It’s worth noting that to date, energy use in the home is rising faster than energy saving measures are implemented.
All of the above suggest that a major cultural/behavioural shift is needed to reduce energy and emissions in the home. Microgeneration could play an important part: it has the potential to seriously engage people in the energy debates as they produce, as well as consume, energy, becoming ‘energy citizens’ rather then just consumers.