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Gatekeepers Changing Consumers’ Behaviour in Energy Consumption
 

Gatekeepers Changing Consumers’ Behaviour in Energy Consumption

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A presentation held in Tampere in the conference of Future of the Consumer Society.

A presentation held in Tampere in the conference of Future of the Consumer Society.

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    Gatekeepers Changing Consumers’ Behaviour in Energy Consumption Gatekeepers Changing Consumers’ Behaviour in Energy Consumption Presentation Transcript

    • • 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 – E LI KU I N K A T EH D Ä E N ER G I AN S ÄÄS TÖ S T Ä M AH D O L LI S TA
    • 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
    • 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 relevant professionals Cafeteria staff Builders mediators of public “Managers” of everyday and peer opinion Lifestyle media Work communities both
    • 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.