2       User behaviour

In cooperation with EREC and GRECT

2.1       General principles and the role of user behaviour on energy consumption and comfort

Definition and understanding of comfort

The concept of comfort has too often been confined to purely thermal phenomena, the whole range of sensory conditions involved being neglected.

Genuine comfort is though as much psychological as it is physiological. Human beings judge the quality of their environment, both indoor and outdoor, in a direct, interactive manner, altogether consciously, subconsciously and unconsciously. The senses react to environmental stimulations in a complex way.

Research carried out by The Martin Centre in Cambridge shows that a critical factor is individual control over ambient conditions; the sense of user’s satisfaction and comfort increases where there is scope for personal regulation. The ability to control one’s immediate environment appears to be even more important than the objective conditions of comfort.

This raises the broader issue of individual perceptions of comfort.  Although the psychological parameters are extremely important, they are difficult to assess. They depend on a host of factors, including time, the specific background and the broader situation and the cultural environment. Not only temperature and humidity are thus involved here, but a whole range of variables [BEH00].

User behaviour on energy consumption and comfort

When considering the energy balance of a collective building, the influence of all the users’ behaviour on the energy needs is capital. As a result, the implementation of energy-efficient techniques and systems must be complemented by actions fostering an evolution towards responsible behaviour regarding energy use.

The occupants can have either a positive or negative influence on the total energy consumption and comfort of a building, dependant on their behaviour with regard to heating, air-conditioning, lighting, ICT equipments [ADE03] and other electric appliances.

So it is essential, for a good acceptance and an adequate use of any lighting and ICT systems, to inform the users and to encourage them to a responsible occupation of the buildings [ARC01].

Responsible user behaviour is the cornerstone of a rational use of energy in buildings. Many awareness-raising programs showed this influence. Discussions with occupants coupled with measurement campaigns on heat consumption, room temperature and ventilation of the residences have provided qualitative and quantitative evaluations demonstrating this influence.

 

2.2       How to influence user behaviour

Each individual, group or community makes decisions on the way of using the natural resources of its environment within the framework of its own range of values [OEE04]. The influence of these dynamic parameters on the individual or community behaviour is then very complex, from the conscious level to the unconscious level. The Figure 90 illustrates how the psychological factors of the culture (i.e. the system of values, the ways of thinking, the visions of the world, ethics and beliefs) the submerged part of the iceberg, seem to be predominant in human’s mind.

 

Figure 90: Freud’s view of the human’s mind: the mental iceberg

So to be successful, the rational use of energy must integrate the values and the interests of the users. Moreover, this process requires the active participation of all of them.

In order to design and carry out activities aiming at influencing these user behaviours in a building, a good comprehension of the context and motivations of the behaviours is required, that is “the invisible part of the iceberg”.

Taking into account the multiple factors that primarily determine behaviours, different types of activities can be envisaged, as follows, each one being particularly appropriate to influence one or more factors that determine behaviour:

§  To influence the values, the knowledge and the social norms, using methods of education, communication and social programs

§  To influence the socio-cultural factors using methods of education, communication and social programs

§  To influence the choices and the aptitudes using popularization, technical assistance and training

§  To influence the economic factors using marketing and development tools, incentives and deterrents

These activities can be ranked under these general themes:

§  Education, Training, Information, Communication

§  Technical assistance

§  Incentives/dissuasion

2.2.1    Raising user awareness: Education, Training, Information, Communication

Regarding the ‘Building’ as a ‘micro system’, the success of an initiative towards energy efficiency depends on the collaboration, the acceptance and the commitment of all users or occupants, whoever they are: the personnel and the pupils in a school or students in a college or in a university; the personnel, patients and visitors of an health care institution; customers of a store or a restaurant; employees in office buildings [OEE04].

A complete strategy should support and reinforce the overall objectives of any initiative tackling energy efficiency in a building.

§  Information must be used to generate awareness of the problem and potential alternative behaviours, to make the audience responsive to efforts to change behaviour [AND95].

§  The tools used in community based social marketing are designed to remove barriers to behavioural change and encourage and reinforce positive behaviour. MacKenzie-Mohr identified six categories of behavioural change tools that “have been extensively researched by social scientists and are known to be effective in promoting behavioural change” [CIS01] commitment, prompts, norms, communication, incentives and convenience.

An awareness-raising program can offer the following advantages:

§  Provide a better understanding of the advantages of energy efficiency

§  Establish a bond between, on the one hand, activities and individual behaviours and, on the other hand, energy use and possible savings

§  Encourage the users to modify the behaviours which influence the energy consumption

§  Reduce the energy consumption and help saving money

An awareness-raising program may also provide other advantages:

§  Increase the productivity and to boost a team’s morale thanks to a gathering project, aiming to reach a common objective

§  Improve the reputation of an organization within a community

 

 

People more easily operate energy efficient choices in the following cases:

§  They understand the stakes from a personal point of view

§  They know the repercussions of any energy use

§  They know which measure to take to bring changes

§  They do not undergo disadvantages (for example, they are not requested to make things which take too much time).

The building’s occupants need to feel responsible of the management of their installation. It is thus essential, for a good acceptance and an adequate use of these systems, to inform the users and to direct their attitudes towards a responsible occupation of the buildings.

2.2.2    Technical assistance

A technical assistance can provide the users with accurate information on the original situation as well as help them identifying the biggest impacts on their energy use, set reachable objectives in rational use of energy and diffuse appropriate advices and messages.

2.2.3    Incentives

In a domestic building, the primary beneficiary of an energy efficient behaviour is usually the individual making the change, or the immediate family of the individual. In contrast, in a collective building, the primary beneficiary may be the owner or a community of tenants.

In this case, behavioural change can be encouraged through using incentives to promote the desirable behaviours and deterrents to discourage unwanted behaviours. Incentives and deterrents can be financial and non-financial.

 

2.3       References

[BEH00]          Behling S & S, 2000 « Solar Power : The Evolution of Sustainable Architecture », a publication for the READ Group ‘Renewable Energies in Architecture and Design’, Prestel

[ADE03]          ADEME, 2003, Fiche OX “Optimisation énergétique du patrimoine bureautique”

[ARC01]          Architecture et Climat, 2001 « guide de l’éclairage naturel » http://www-energie.arch.ucl.ac.be/eclairage/guide_confort.htm

[OEE04]          Office de l’efficacité énergétique (OEE) de Ressources Naturelles Canada, Février 2004 « Des économies d’argent et d’énergie : Guide de mise en oeuvre d’un programme de sensibilisation à l’efficacité énergétique » M144-22/2003F, ISBN 0-662-75474-34

[AND05]          Andreasen, AR, 1995 “Marketing Social Change: changing behavior to promote health, social development and the environment” Jossey-Bass, San Francisco

[CIS01]            CISE (Canadian Information System on the Environment) Task Force 2001 “Influencing Behaviour by Providing Environmental Information” Report prepared by Mc Kenzie-Mohr Associates