1. Zürcher Fachhochschule
Insights from Switzerland:
Applied Behaviour Change Models, Case-
Studies and Programmes
NTNU Research frontiers day, Trondheim, 27.5.2013
Vicente Carabias, Evelyn Lobsiger-Kägi, Dorrit Marti
ZHAW Institute of Sustainable Development

2. Zürcher Fachhochschule
ZHAW Zurich University of Applied Sciences
solution
School of
Management
and Law
School of
Architecture, Design
and Civil Engineering
School of
Engineering
School of
Life Sciences and
Facility Management
School of
Applied Linguistics
School of
Social Work
School of
Applied Psychology
School of
Health Professions
R&D project solutions
Cooperation ZHAW
companies,
organizations, state
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3. Zürcher Fachhochschule
ZHAW Institute of Sustainable Development
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4. Zürcher Fachhochschule
Energy Consumption in Switzerland 2011
(SFOE Swiss Federal Office of Energy)
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To achieve Energy Transition by 2050, we need
 Increased energy saving
(energy efficiency)
 Expansion of
renewable energies
 Expansion of smart grid
and energy research
Electricity
Gas
Motor fuels
Fuel oils

5. Zürcher Fachhochschule
Drivers & Barriers for the Energy Transition
Drivers:
 Political support
 Security of Supply
 Liberalisation of Electricity Market
 Reduction of GHG
 Technological Development
Barriers:
 Lack of Norms and Data Protection
 Planning Reliability & Funding
 New Business Models
 Smart Grid Integration
 Infrastructural and Financial Impediments
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6. Zürcher Fachhochschule
IEA Demand Side Management Task XXIV:
Behaviour Change – from theory to practice
DSM aims at releasing the vast potential for cost-efficient energy efficiency
that is locked in on the demand side (i.e. with the energy user).
IEA DSM Task links behaviour change research with successful policy
implementation and outcome evaluation.
• Subtask 1: Behaviour Change models, frameworks & disciplines
• Subtask 2: Case-studies of DSM programmes & projects in the areas of
- Smart Metering (EWZ, EKZ, Customer Portal Munx)
- Transport (Swiss2Grid)
- SMEs (EnAW-Model)
- Building retrofits (Swiss Building Retrofit Programme)
- Policy / legislation (2000W society)
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7. Zürcher Fachhochschule
Models of Understanding Behaviour Change (selection)
• Economics:
– Classical economic theory (rational choice)
– New economics
– Evolutionary economics
– Behavioural economics
• Psychology:
– Cognitive psychology /
Theory of Planned Behaviour
– Learning psychology
– Social psychology (diverse approaches)
• Sociology:
– Community-based behavioural change
– Cultural aspects of consumption
– Sociotechnical Practice Theory
• Policy:
– Reflexive and deliberative governance
– Nudging
Red: Contributions by ZHAW
• Communication Theory:
– Social marketing
– Customer Segmentation
• ICT / agent based modelling:
– Change agents
– Semantically enhanced ecomaps
on sustainable living
• Law:
– Importance of law in DSM and
behaviour change, e.g. regulatory impacts
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8. Zürcher Fachhochschule
Applying behavioural economics to energy
consumption reduction by Lalive et al. (2012)
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9. Zürcher Fachhochschule
Behavioural model of residential energy use
by van Raaij and Verhallen (1983), used in the Smart Metering Study EKT, Switzerland
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10. Zürcher Fachhochschule
Steering of specific appliances EKT by C. Hertach (2012)
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Criteria
- «Energy saving – saving money –
winning»
- Strong visualisation and analogies
(efficiency label)
- Easy to understand
- Peer-Comparison
- Recompense: Credits for shopping
- Open to all
(not only distribution network)
- With/without Smart Meter
Repower: Munx Webplatform
Visualisation of the energy consumption
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12. Zürcher Fachhochschule
Theory of Planned Behaviour (TPB) by Ajzen (1991)
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Barriers
Contextual Factors

13. Zürcher Fachhochschule
Share of MINERGIE-Standards in New Buildings
Retrofit Plus Energy
New Plus Energy Building
Minergie-P-Eco
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in %, 1998-2008

14. Zürcher Fachhochschule
Industry & Services: Mutual Learning
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15. Zürcher Fachhochschule
2000 Watt Society by Novatlantis (2011)
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Efficiency
&
Sufficiency
Substitution

16. Zürcher Fachhochschule
Technical options are known … by Novatlantis (2011)
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17. Zürcher Fachhochschule
or…
12'000 or… 2'000
Watt ?
or…
or…
or…
or…
or…
or…
or…
or…
… but the lifestyle parameters by Novatlantis (2011)
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18. Zürcher Fachhochschule
Behaviour Barriers by Barenergy (2010)
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19. Zürcher Fachhochschule
Measures to overcome Barriers by Barenergy (2010)
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20. Zürcher Fachhochschule
Research outlook:
Swiss Competence Centers for Energy Research
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SCCER1 Efficiency
in buildings
SCCER2 Grids
& energy systems
SCCER3 Storage of
electricity & heat
SCCER4 Supply
of energy
SCCER5 Economy,
environment,
law, behaviour
SCCER6 Efficient
Mobility
SCCER7 Biomass
SCCER on
Solar energy

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Swiss Competence Centers for Energy Research
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SCCER5 Economy, environment, law, behaviour

22. Zürcher Fachhochschule
Sustainable Energy Systems
Thank you for your attention!
Vicente Carabias
cahu@zhaw.ch
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