The document discusses community-based social marketing strategies for behavior change and their use in UC San Diego's energy assessment program. It provides an overview of CBSM tools like commitment, prompts, norms, and incentives. It then describes UCSD's energy assessment process, including follow-ups to track changes in behavior and energy use. Follow-ups found that recommended upgrades were implemented in some buildings, while additional suggestions aimed to further encourage sustainable practices.
More than auditing: Behavior change and lasting impacts
1. More than auditing:
Behavior change and
lasting impacts
Jeff Steuben
Alliance to Save Energy staff
jsteuben@ase.org
2. Session Overview
• Welcome & Introductions
• Brief overview of community-based social
marketing
• Strategies & case studies from UCSD’s
energy assessments
• Q&A
• Recap, lessons learned
3. A brief overview of CBSM
Community Based Social Marketing (CBSM) www.cbsm.com
Tools of Behavior Change:
Commitment
Prompts
Norms
Incentives
Combine multiple behavior change tools for success!
4. Behavior change tool #1
Obtain Commitment
Seek commitment to an initial small request
Chose written commitment over verbal
commitment
Ask for public commitments
Seek commitments from groups
5. Behavior change tool #2
Use Prompts
Help them remember to do the right thing!
Make the prompt noticeable
Make the prompt self-explanatory
Proper positioning of prompt is critical
Prompts should encourage positive
behavior rather than avoid harmful actions
Example: Switch Plate Stickers
6. Behavior change tool #3
Norms
If we observe members of our community
acting sustainably, we are more likely to
do the same!
Make the norm noticeable
Use personal contacts to
reinforce norms
Use norms to encourage people to
engage in positive behaviors rather
than avoid harmful actions
7. Behavior change tool #4
Incentives
Pair incentive with the behavior
Reward positive behavior
Make the incentive visible
Consider ‘soft’ incentives –
social approval
Example: Hold awards dinner for
top savers (and publicize)
8. Four behavior change tools
1. Commitments
Recap
2. Prompts
3. Norms
4. Incentives
Use to create effective behavior change in your
energy audit campaigns
9. UC San Diego’s
Energy Assessment
Follow-Up Practices
Amina Ahmad & Jennifer Hull
UCSD Green Campus Interns
akahmad@ucsd.edu jrhull@ucsd.edu
11. List of Completed and Ongoing Assessments
Human Resource Office EA (July 2009)
Sixth College Administration GC²
Assessment (August 2009)
Geisel Science and Engineering
Library EA (October 2009)
Engineering Building-1 EA
Follow-up (November 2009)
Muir College EA Follow-up
(January 2010)
12. Basic Energy Assessment Process
1) Consultation Meeting
2) Behavioral Survey
3) Walk-through
4) Report
5) Presentation
6) Follow-Up Assessment
13. Some Terms We Use
• kWh – kilowatt hour
• Plug Load – energy usage while appliance is on
• Phantom Load – energy usage while appliance is off
• Foot Candle – one lumen per square foot
• GPM – gallons per minute
• GPF – gallons per flush
14. Expansion of Our Assessment Process
• Green Building Certification (LEED)
• Other areas of sustainability
• Regional Credits
• Purchasing
• Importance of water conservation
• Level 2 Drought Alert in
California
• Campus Sustainability Plan
• Zero Waste
15. How the Energy Assessment
Process Has Evolved
• Previously: • Current Process – additionally includes:
• Main focus on energy including: • Other areas:
• Phantom Loads • Water
• Efficient lighting • Purchasing
• Powersave feature • Waste
• EnergyStar appliances • Behavior and Education
• Other areas: • Transportation
• Recycling • Food
16. Response to Assessment Development
• Following expansion
• Increased time commitment
• Intern Response
• Developed excel sheet
• Programmed to make
calculations
• Time efficient & user-friendly
mean of making calculations
20. The Original Energy Assessment Survey
Used to primarily
understand behavior
Areas covered –
energy, lighting,
thermal comfort,
waste, purchasing,
food, transportation,
etc.
Created using
“Google Spreadsheets”
23. Why We Started Follow-Ups?
Expanded metric tracking
We can compare original
with follow-up findings
To see how effective our
reports & presentations are
Influence behavioral
changes
24. Follow-up: Energy Assessment Survey
Behavior-related
Focus survey on
improvement
Consider findings from
original report
Currently include questions
used for original energy
assessments
26. Follow-up: Findings of the Engineering-1 Bldg
• All magnetic ballasts
were changed to
electronic
• Fridge was changed
to a more efficient
model
27. Follow-up: Findings of Muir College
• Lights were reduced
to half lighting /
signage
• About 50% of paper
products were made
up of 30% recycled
material
28. greencampus.ucsd.edu
Follow-up: Suggestions to Occupants
Include suggestions based on the
follow up behavioral survey
The other areas of
sustainability
Write out potential savings
Re-include changes that haven’t
been made in the follow up
report
29. Follow-up: Improvements in Our Process
Carefully consider
original report
Talk to previous
contacts involved
with the original
energy assessment
30. Follow-up: Effective Presentations
Clearly explain findings
Include pictures of the building
Praise ongoing efforts
Suggest changes that are easy
to understand
Show potential savings for
specific savings (money, kWh,
and lbs. CO2)
31. Thank You…
Fellow UC San Diego Green Campus interns
Michelle Perez, UCSD Operational Sustainability Analyst
Dave Weil, UCSD Director of Building Commissioning and Sustainability
Jeff Steuben, Program Associate, Alliance to Save Energy
Renee LaFrenz, Green Campus Program Manager, Alliance to Save Energy
32. The Green Campus Program at UC San Diego
Website: greencampus.ucsd.edu
Email: ucsdgreencampus@gmail.com
Presenters:
Amina Ahmad – akahmad@ucsd.edu
Jennifer Hull – jrhull@ucsd.edu