Behavior Based Energy Efficiency: From Theory to Action, by Alexis Troschinetz

Behavior-Based
Energy Efficiency:
From Theory into Action
Alexis Troschinetz
Behavior Change & Metrics Coordinator
Clean Energy Resource Teams
June 12, 2013
Class 5 Peer Exchange

Presentation Outline
• What is CERTs?
• Behavior Change Science
• CERTified Campaigns
• Campaign Development
• Engaging on Sustainability
www.CleanEnergyResourceTeams.org

CERTs Mission
Connecting you and your
community to the resources
you need to identify and
implement community-based
clean energy projects

What Does CERTs Do?
• Host meetings, workshops,
tours, networking sessions
• Share case studies and
project planning guides
• Connect people to technical
resources and assistance
• Provide seed grant funding
& connections to funding
opportunities

Major Accomplishments
• Helped Minnesotans save annually over
93 billion BTUs of energy and avoid $1.6
million in energy costs since 2010
• Awarded over $790,000 in seed grants to
more than 189 energy projects since 2006
• Impacted 87,700 people through grants,
events, and programs since 2009

Engagement across MN
Staff: Regional
Coordinators and
statewide support
Steering Committees:
Volunteer governing body
for each region
Regional Involvement:
Anyone can join, anytime,
our efforts to build MN
clean energy future.

Behavior Change Science
• Applying concepts from social science and psychology
fields to understand why we do (or don’t) take action
• Identifying what…
– motivates us – stands in the way

Campaigns

• Pre-Rinse Spray Valves
– Manually removes food
before dishwashing
– 1.28 GPM vs. 3-5 GPM
– Reduce water & energy 60%
– Save $410/yr per upgrade
– $28 each $68 retail
• Faucet Aerators
– Restricts flow at handwashing
sinks
– 0.5 & 1.0 GPM vs. 2.2 GPM +
– Reduce water & energy up to 75%
– Save $100/yr per upgrade
– $0.50 each $2.00 retail
Campaigns

Campaign Development
1
Select
Behavior &
Audience
2
Identify
Barriers &
Benefits
3
Develop
Strategy
4
Pilot
Campaign
5
Broadly
Implement
& Evaluate
Campaign
Based on Community-Based Social Marketing

1
Select
Behavior &
Audience
2
Identify
Barriers &
Benefits
3
Develop
Strategy
4
Pilot
Campaign
5
Broadly
Implement
& Evaluate
Campaign
If a reasonable strategy cannot be
created for a given behavior, then
a new behavior should
be considered.

1
Select
Behavior &
Audience
2
Identify
Barriers &
Benefits
3
Develop
Strategy
4
Pilot
Campaign
5
Broadly
Implement
& Evaluate
Campaign
If pilot campaign fails, then it
will not be successful
at a wide-scale.

1
Select
Behavior &
Audience
2
Identify
Barriers &
Benefits
3
Develop
Strategy
4
Pilot
Campaign
5
Broadly
Implement
& Evaluate
Campaign

Select Behavior & Audience
• One-time v. repeat
• End-state
• Non-divisible
• Identify target audience(s)
Technical
Effectiveness
Impact
Probability
Penetration

Evaluate Several Behaviors
Behaviors for
Residential
Households
Penetration
(0-100%)
100 Minus
Penetration
Impact
(kg per
household
per year)
Probability
(0-4)
Relative
Score or
Weight
Rank
Purchase green
power
3% → 97 X 8700 X 2.15 = 1,814,385 1
Cold water wash 38% → 62 X 450 X 3.09 = 86,211 3
Increase use of
clothes line
8% → 92 X 200 X 3.07 = 56,488 3
Install 10 CFLs 23% → 7 X 700 X 3.03 = 163,317 2
Install low-flow
showerhead
61% → 39 X 215 X 2.5 = 20,963 3

Identify Barriers/Benefits
• Research
• Observation
• Focus Groups
• Surveys
– Intercept Surveys
Specific
Behavior
Barriers Benefits
Encourage  
Discourage  
What prevents your target audience from engaging in
this behavior? What do they find challenging about it?
What does your target audience perceive as the benefit
of engaging in this behavior? What do they like about it?

Develop Strategy
• Behavior change tools
that alter barriers &
benefits:
– Attitudes
– Branding
– Commitment
– Communication
– Convenience
– Education
– Feedback
– Framing
– Goal Setting
– Incentives
– Norms
– Prompts
– Social Diffusion

Family Energy Face-Off

Social Norming

Social Norming
Social Norming

Other Action Lists for:
– Cooling
– Heating
– Overall Home Energy Use
– Transportation
– Reducing Waste
– Water Conservation
Education

Goal Setting

Make A Splash

Make A Splash
Incentive

Make A Splash
Incentive
Social Norming

Make A Splash
Incentive
Education
Social Norming

Make A Splash
Education Social Norming

Pilot Campaign
• Test campaign on a portion of anticipated full audience
– Evaluate against a control group
• Do not proceed to full
campaign if pilot
project failed
• Repeat pilot project if
significant changes are
made to behavior,
audience or tools
Make A Splash Lake Street Pilot with Jill Curran, Energy Smart

Campaign Implementation
• Do not stray from successful pilot
• Evaluate with metrics:
– behavior change → participants, actions, devices
– resource use → energy savings (BTUs, kWh, therms)
– resource quality → renewable energy, energy shifting
• Reflect on lessons learned,
successes throughout

… a process within a process …
Staff Skill Set
& Interests
Technical
Effectiveness
Impact
Probability
Penetration
CERTs
Mission / Strategy
Alignment
Technical
Effectiveness

Engaging on Sustainability
• Encourage engagement from various levels:
– Keep people informed of top-down decisions
– Receive, respond and incorporate feedback from all people
 Grass Roots
Action 
 Management
Commitment 

Engaging on Sustainability
• Welcome engagement at various level and through
various approaches
– Action-oriented – waste audit, bulb removal
– Survey
– Committee
– Feedback / Idea submittal form
• Keep it local & relevant
– Champions / Metrics Leaders

For More Information
Alexis Troschinetz
Behavior Change &
Metrics Coordinator
atroschi@umn.edu
612-626-0455

Office Energy Savings
“Engineered”
• Lighting Inventory
• Switched coffee and
water service
• 7-day timers on select
equipment /appliances
• Eliminate individual
heaters & adjusted
HVAC
0
5000
10000
15000
20000
25000
30000
35000
40000
Baseline After Sustainability
Initiatives
Implemented
AnnualElectricityUse(kWh)
Office Equipment Lighting

Turtle Tank
• 660 W bulb 24/7
• 20% of all lighting
energy use
• Switched to a 16 W
warming pad
• Reduced use of 660 W
• Reduced entire office
energy use by 9%

Behavior
• Unplug/turn off equipment between uses:
– Large infrequently used printer
– Shredder
– Binder
– Stapler
– Samples Refrigerator
• Relocate power strips on top of desk with all
computer appurtenances plugged into it
• Run dishwasher M, W, F or only when full & air-dry

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