1
Raising Awareness
and Learning Practices
for Energy Savings
Andreas Kamilaris
Postdoc Researcher, NUS
kami@nus.edu.sg
2
Motivation
Raising Awareness is the process of informing a group’s
norms, attitudes, beliefs and actions and influencing the group
to...
Raising Awareness as other information and learning initiatives are
highly influenced by:
1.The medium/tool/action used to...
Focus on the Local Level to achieve a Global Change
Local experiences of a community in managing energy are
applicable in...
How Social Change Occurs
6
Project Based Learning Framework
Practical and obvious relevance with the real world
Motivation to get involved and lear...
 Sustainable Energy principles and practices are
diffused through peers and network members
 Specialized knowledge is be...
“To understand energy,
you
first need to measure it”
Lord Kelvin
9
Raising Awareness: Best Practices
10
Feedback through Electricity Bills
11
Smart Metering
12
More Personalized Smart Metering
13
Feedback through Smart Metering
14
Feedback through Google Power Meter Project
Timely feedback of domestic electrical consumption can
contribute in reduci...
15
More Detailed Metering
16
Metering is not enough…
• Employed techniques are limited as they tend to use a “one size
fits all" approach.
• Same fe...
17
Eco-Feedback Systems
18
Goal Setting
Feedback is most helpful when combined with goal setting.Feedback is most helpful when combined with goal ...
19
Group Participation
20
Commitment
Commitment to conserve is more successful than monetary
incentives in encouraging conservation behavior.
Com...
21
Competitions
22
Ranking
23
Social Factors
"Comparative feedback, in which one's energy use is contrasted
with those of others, can generating feel...
24
Social Influence
• Informational: People serve as a valuable source of information
to accurately evaluate one's behavio...
25
Social Influence
26
Social Influence
"Strong participation in social movements is most likely
when activities can be easily integrated into...
27
Social Influence
People are willing to compete in online social networks
and compare with real and known people
People ...
28
Social Influence in Large Scale
300,000 domestic premises
2-month periods
2-year historical information
7.200,000 electricity measurements
Social Electric...
30
Social Electricity
31
Social Electricity
• Users prefer easy to understand info.
• Younger people prefer energy-saving tips, older people
com...
32
Social Electricity
33
NUS Social Energy
What about people without financial incentives?
Can we assess feedback strategies?
In which case is e...
34
NUS Social Energy
35
Feature Frequency
Compare Previous Month 304
Compare Previous Year 234
Compare Tutorial Students 233
Compare Students 2...
36
Summing Up Motivations for Raising Awareness
• Frequent Feedback
• Historical Feedback
• Goal Setting
• Group Participa...
37
Success of Online Social Networking
“Persuasion in online social networks follows regular,
observable patterns. This co...
38
Future Directions
Thank you.
Andreas Kamilaris
Email: camel9@gmail.com
Web: http://www.cs.ucy.ac.cy/~akamil01/
39
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Raising Awareness and Learning Practices of Citizens for Energy Savings

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This presentation has been presented as an invited talk at the School of Design and Environment, National University of Singapore (NUS), at Singapore in April, 2014. It focuses on eco-feedback approaches and techniques for raising the awareness of occupants of residential and commercial buildings and offices, aiming to encourage them to save energy. Two recent social eco-feedback Web platforms, Social Electricity deployed in Cyprus and NUS Social Energy deployed in Singapore are presented, together with some observations and initial findings.

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Raising Awareness and Learning Practices of Citizens for Energy Savings

  1. 1. 1 Raising Awareness and Learning Practices for Energy Savings Andreas Kamilaris Postdoc Researcher, NUS kami@nus.edu.sg
  2. 2. 2 Motivation
  3. 3. Raising Awareness is the process of informing a group’s norms, attitudes, beliefs and actions and influencing the group to change/transform/ re-assess its norms, attitudes, beliefs and actions towards a theoretical or a practical issue. Behavioral change in society occurs though the following steps: 1. Pre-contemplation 2. Contemplation 3. Preparation 4. Action 5. Maintenance 3 Theoretical Framework
  4. 4. Raising Awareness as other information and learning initiatives are highly influenced by: 1.The medium/tool/action used to transmit information 2.The perceptions and experiences of the communicators and the receivers 3.The social, political and economic environment in which an initiative takes place(cultural trends, meanings attached to the message). Such environment may not have a direct connection with the initiative 4.Diversity of the target groups 4 Factors influencing Awareness Raising
  5. 5. Focus on the Local Level to achieve a Global Change Local experiences of a community in managing energy are applicable in numerous other communities around the globe Local institutions can act as transmission belts of policies and practices between the community, the region and the globe Local stakeholders can influence directly the community and promote global actions on the local level Local stakeholders are more effective in reaching citizens in the community and adapting global trends in the needs of the local community Local success stories generate domino effects at global scale 5 From Local to Global
  6. 6. How Social Change Occurs 6
  7. 7. Project Based Learning Framework Practical and obvious relevance with the real world Motivation to get involved and learn Life long learning approach Community level with local citizens Sustainable knowledge Tasks which end in real tangible outcomes Address a problem of the local community Social media and networks Assessment methods 7 Get Involved
  8. 8.  Sustainable Energy principles and practices are diffused through peers and network members  Specialized knowledge is becoming visible to all members of the network and its extended periphery  Local progress, practices and initiatives can be extended/transmitted and adopted on a global scale  Direct communication and reflection from numerous users  Interdisciplinary contributions, feedback and solutions 8 The Value of Online Social Networking
  9. 9. “To understand energy, you first need to measure it” Lord Kelvin 9 Raising Awareness: Best Practices
  10. 10. 10 Feedback through Electricity Bills
  11. 11. 11 Smart Metering
  12. 12. 12 More Personalized Smart Metering
  13. 13. 13 Feedback through Smart Metering
  14. 14. 14 Feedback through Google Power Meter Project Timely feedback of domestic electrical consumption can contribute in reducing the amount consumed by 5-15%. Timely feedback of domestic electrical consumption can contribute in reducing the amount consumed by 5-15%.
  15. 15. 15 More Detailed Metering
  16. 16. 16 Metering is not enough… • Employed techniques are limited as they tend to use a “one size fits all" approach. • Same feedback to individuals who have different motivations and experiences in energy saving. • The long-term effect is limited.
  17. 17. 17 Eco-Feedback Systems
  18. 18. 18 Goal Setting Feedback is most helpful when combined with goal setting.Feedback is most helpful when combined with goal setting.
  19. 19. 19 Group Participation
  20. 20. 20 Commitment Commitment to conserve is more successful than monetary incentives in encouraging conservation behavior. Commitment to conserve is more successful than monetary incentives in encouraging conservation behavior.
  21. 21. 21 Competitions
  22. 22. 22 Ranking
  23. 23. 23 Social Factors "Comparative feedback, in which one's energy use is contrasted with those of others, can generating feelings of competition, social comparison or social pressure" "Comparative feedback, in which one's energy use is contrasted with those of others, can generating feelings of competition, social comparison or social pressure" “People tend to follow what other people do and adapt their behaviour and practices according to the stimuli received by their friends, relatives and neighbours”. “Social norms can motivate people to question their attitude, if they discover it is not ”normal”.
  24. 24. 24 Social Influence • Informational: People serve as a valuable source of information to accurately evaluate one's behavior. • Normative: People have a tendency to agree on the values, beliefs, attitudes or behaviors of others. • Descriptive: Depict what happens in a given situation based on informational and normative influence. • Injunctive: Describe what should happen in a given situation. Important for avoiding the boomerang effect.
  25. 25. 25 Social Influence
  26. 26. 26 Social Influence "Strong participation in social movements is most likely when activities can be easily integrated into daily life." "Strong participation in social movements is most likely when activities can be easily integrated into daily life."
  27. 27. 27 Social Influence People are willing to compete in online social networks and compare with real and known people People are willing to compete in online social networks and compare with real and known people
  28. 28. 28 Social Influence in Large Scale
  29. 29. 300,000 domestic premises 2-month periods 2-year historical information 7.200,000 electricity measurements Social Electricity
  30. 30. 30 Social Electricity
  31. 31. 31 Social Electricity • Users prefer easy to understand info. • Younger people prefer energy-saving tips, older people comparisons with the past and with others. • Older people have financial incentives, younger people are motivated by social pressure. • Need for more personalized feedback strategies. • Social feedback helps in engaging people for longer time. • Privacy issues, fair comparisons.
  32. 32. 32 Social Electricity
  33. 33. 33 NUS Social Energy What about people without financial incentives? Can we assess feedback strategies? In which case is each one more suitable? What about people without financial incentives? Can we assess feedback strategies? In which case is each one more suitable?
  34. 34. 34 NUS Social Energy
  35. 35. 35 Feature Frequency Compare Previous Month 304 Compare Previous Year 234 Compare Tutorial Students 233 Compare Students 216 Breakdown Home Appliances 203 Goal Setting 193 Students Consumption Ranking 193 Competition 178 Compare Similar Students 173 Compare Area 166 Performance Area 151 Students Savings Ranking 149 Total Consumption Students 148 Translation 89 Tips Savings 69 Learning Material 57 Compare Friends 20 Friends Consumption Ranking 10 Friends Savings Ranking 9 Historical Feedback Social Comparisons Information and Commitment
  36. 36. 36 Summing Up Motivations for Raising Awareness • Frequent Feedback • Historical Feedback • Goal Setting • Group Participation • Public commitment • Competition • Rankings • Comparative feedback • Social norms – social influence • Social pressure
  37. 37. 37 Success of Online Social Networking “Persuasion in online social networks follows regular, observable patterns. This conclusion has interesting implications. First, software developers can tap into these patterns to create applications that are more likely to succeed. That some applications succeed and others fail is Not based on pure chance; success can be learned and replicated. “Persuasion in online social networks follows regular, observable patterns. This conclusion has interesting implications. First, software developers can tap into these patterns to create applications that are more likely to succeed. That some applications succeed and others fail is Not based on pure chance; success can be learned and replicated.
  38. 38. 38 Future Directions
  39. 39. Thank you. Andreas Kamilaris Email: camel9@gmail.com Web: http://www.cs.ucy.ac.cy/~akamil01/ 39

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