Gatekeepers Changing Consumers’ Behaviour in Energy Consumption
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Transcript of Gatekeepers Changing Consumers’ Behaviour in Energy Consumption
• Gatekeepers Changing Consumers’ Behaviour in Energy Consumption
• Future of the Consumer Society• SESSION A.3: ENVIRONMENTALLY SIGNIFICANT CONSUMPTION
• Tuuli Kaskinen, Aleksi Neuvonen, Outi Kuittinen & Roope Mokka• Demos Helsinki
90 % of Finns think that climate change is a fact
85 % consider it a serious threat
80 % are ready to take personal action
Source: e2, Onpa ilmoja pidellyt, 2007
From willingness to action
through legislation?
through improved education and information?
through economic incentives?
Changing people's behaviour and reducing energy consumption has proved to be more difficult than the surveys on attitudes or technical possibilities would imply.
Well-known Finnish intervention success story has been the improvement of national health (especially cardiovascular/heart diseases) with The North Karelia Project as its prime case.
Not only better health care services or visible campaigns but also engaging...
• nurses at precautionary health care
• staff of the cafeterias in schools and work places
• food industry
• local NGOs
• opinion leaders of local communities
Portin
vartijat– ELI KUINKA TEHDÄ ENERGIANSÄÄSTÖSTÄ MAHDOLLISTA
Statistics Finland or other official instances do not gather data or publish statistics on total energy consumption of households and consumers.
Primary energy use of households
Primary energy use of households• electricity, gas and heating fuels
Primary energy use of households• electricity, gas and heating fuels
• housing
Primary energy use of households• electricity, gas and heating fuels
• housing
• transportation
Primary energy use of households• electricity, gas and heating fuels
• housing
• transportation
• food
Primary energy use of households• electricity, gas and heating fuels
• housing
• transportation
• food
• consumer electronics (impact on immediate increase of electricity consumption has been notable)
Primary energy use of households• electricity, gas and heating fuels
• housing
• transportation
• food
• consumer electronics (impact on immediate increase of electricity consumption has been notable)
(Mäenpää 2004, 14 & Adato Energia 2008, 37)
Energy consumption and energy-related decisions are also dependent on time consumption. An average employed Finn uses 4-5 hours per day both at workplace and for free time (Statistics Finland 2008).
Gatekeepers
relevant professionals
Gatekeepers
relevant professionals
mediators of public and peer opinion
Gatekeepers
relevant professionals
mediators of public and peer opinion
both
Gatekeepers
Customer service assistants
Cafeteria staff
Builders
“Managers” of everyday
Lifestyle media
Work communities
relevant professionals
mediators of public and peer opinion
both
Gatekeepers
Gatekeepers are not only top-down decision makers but also people at everyday communication situations. They offer information on new alternatives and persuasive arguments during the decision making process.