1. The effect of tailored information, goal setting and feedback on household energy use Wokje Abrahamse, Linda Steg & Charles Vlek

2. Energy conservation? “Damned green electricity!”

3. Purpose 1). test the effectiveness of a combination of interventions: tailored information, feedback and goal setting 2). examine why this combination was (in)effective  underlying determinants: knowledge

4. Household energy use Direct energy use Energy use related to gas, electricity and fuel use thermostat setting showering time Indirect energy use Energy use related related to the production, consumption and disposal of goods eating meat car use for distances shorter than 5 km

5. Interventions Information 1). about energy problems 2). about energy saving measures (‘tailored’) Lower thermostat setting Reduce showering time Eat less meat Reduce amount of waste  Increase of knowledge

6. Interventions Goal setting Provide households with a reference point Individual goal of 5% Group goal (inhabitants of Groningen) of 5%

7. Interventions F eedback about energy savings Insight into (changes in) energy use individual feedback: own performance group feedback: own performance compared to performance of the group of participants

10. Outline Longitudinal study: 1 before the intervention (pre-test) 2 after the intervention (after 2 and 5 months) Design 1). Tailored information, goal setting (5%), individual feedback (N = 62) 2). Tailored information, (group) goal setting (5%), individual feedback, group feedback (N = 61) 3). Control group (N = 52)

11. Changes in total energy use five months after the intervention Results

12. Changes in direct energy use five months after the intervention Results

13. Changes in indirect energy use five months after the intervention Results

14. Day-time thermostat setting before and five months after the intervention Results

15. Average showering time per household member before and five months after the intervention Results

16. Number of car trips per week shorter than 5 km Results

17. Determinants: knowledge What is more energy efficient: cooking on a gas stove or on an electric one? Experimental 75.4% Control 60.0 % What uses more energy: A family of four driving 16,000 km a year of flying to the west- coast of the U.S.? Experimental 74.4% Control 56.4%

18. Scientific implications combination of tailored information, goal setting and feedback seems effective educate people on indirect energy use (knowledge) Internet a promising medium for behavioral change