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THE EFFECT OF LIFE EVENTS ON EVERYDAY CONSUMPTION
PATTERNSMartina Schäfer, Melanie Jaeger
Center for Technology and SocietyTechnische Universität Berlin
Transpose Conference, November 2009
• Project: “Life events as windows of opportunity for change towards sustainable consumption patterns“
• Duration: March 2008 – February 2011
• Cooperation between
• Characteristics:– Interdisciplinarity (sociological & psychological theory)– Transdisciplinarity (collaboration with external partners: enterprises, NGOs and institutions)– Triangulation (quantitative and qualitative methods)
Research project „Life events“
D a i l y h a b i t s
SCOPE OF THE PROJECT
Nutrition-regional/ saisonal
products- organic products-less meat, more fruits/ vegatables
Mobility-reduction of
private car use-increase of going
by public trans-port, bike and
foot
Energy-purchase of
energy efficient appliances
- saving heat energy, electricity
Birth of first childRelocation
Dialogue marketing campaign
Short-term and long-term quantitative measure, qualitative interviews
QUALITATIVE DESIGNTarget group: Comparison between non- participants and participants of the
campaign
Method:
Two-phase problem focused interview (1,5 – 2 h):
1. Narrative introduction concerning the life event
2. Focus: Everyday practices and consumption patterns in the fields: energy use, nutrition and mobility
Analysis:- Mainly Grounded Theory (supported by Atlas.ti)- Generation of type-based action models
Current status: - 40 Interviewees (23 campaign, 17 non-campaign); 29 female/ 11
male; Age 19-87 (Mean 34); 65 % academics
DESCRIPTIVE RESULTS - OVERVIEW
Comparison between fields of consumption: • In general mobility and nutrition are more ‘emotional
issues’ which often are connected to general attitudes whereas energy consump-tion is mostly treated more objectively and energy-saving is an accepted social norm.
• From a subjective point of view nutrition and mobility are more relevant issues for parents than saving energy : responsibility for the child /new role as parent is experienced more intensely; tendency in nutrition towards more healthy/ organic food, tendency in mobility towards walking and more comfort/ less complication
• For relocaters the field of mobility is most relevant and – depending on where the house/appartment is situated and the quality of public transport – cars become less important
DOMAIN-SPECIFIC RESULTS - ENERGY
• From an objective point of view, energy consumption is changing significantly after the birth of a child: more house-hold appliances, more heating and washing, more time at home (But: little awareness about this fact!).
• Relocaters are mostly not aware of how they can influence energy consumption while preparing their flat (e.g. placement of furniture and appliances)
• For older relocaters with a long term perspective, purchasing energy efficient household appliances gets more relevant than for younger ones who are more often relying on donations/ second hand etc.
TYPES OF ENERGY-CONSUMPTION
Action/ Experimental type
Action/ Experimental type
Convenience-oriented typeConvenience-oriented type Norm-driven typeNorm-driven type
- eager to identify options for saving
- open for new infor-mation, but it must
be coherent (explain causal relationships)
- possibility for control/ feedback is
important
- eager to identify options for saving
- open for new infor-mation, but it must
be coherent (explain causal relationships)
- possibility for control/ feedback is
important
- saves energy because that`s ‘what one does’
- follows ‘conven-tional rules’ (energy-
saving light bulbs, standby)
- relations/effective-ness not always
clear
- saves energy because that`s ‘what one does’
- follows ‘conven-tional rules’ (energy-
saving light bulbs, standby)
- relations/effective-ness not always
clear
- tries to avoid too much effort
- prefers structural solutions ( motion detector, timer)
- comfort at home is more important
than saving
- tries to avoid too much effort
- prefers structural solutions ( motion detector, timer)
- comfort at home is more important
than saving
IMPORTANT/ INFLUENCING ELEMENTS
• Beliefs/ myths about ‘baby’s comfort’: necessary room temperature, frequency of bathing, food hygiene
• Personal ‘no-go areas’: there are practices that are excepted from saving considerations (non-stop operation of computer, bathroom permanently warm) and can’t be tackled by interventions
• Influence of roommates/ partners/ family: energy consumption as a matter of negotiation and mutual influence; especially sensitive when moving together
• Differences in connecting energy-saving to broader issues (sustainability, resource management)
PRELIMINARY CONCLUSIONS – DESIGN OF INTERVENTIONS
Action/ Experimental type
Action/ Experimental type
Convenience-oriented typeConvenience-oriented type
Norm-driven typeNorm-driven type
-Information can be more technical, should show causal interrelations and calculations.
-Direct feedback important (e.g. smart metering)
-Intervention should focus on singular actions which supply energy-saving structures
-Very important to spread correct information!-Interventions should clarify existing myths.-Interventions should pre-select most relevant/ efficient practices
Thank you for listening
Prof. Dr. Dr. Martina SchäferMelanie Jaeger-Erbe
Center for Technology and Society (ZTG)Technische Universität Berlin
