norms + practices) + ‘error’ Or it it just hard? Why people don’t do what they ‘should’ - Jim Skea, 2011 Regulation/ Market Education Information Exhortation ? Regulation/ Standards/ Market Levers ? Explains < 44% of variation https://doi.org/10.1016/j.apenergy.2015.09.028 (UK, gas dominates heat) ? Well-known inelasticity
R., Stephenson, J. (June 2011) Rationalising energy- related behavior in the home: Insights from a value-laddering approach. European Council for an Energy Efficient Economy Summer Study, France, pp.2109-2119 Single bar heater Single glazing Poor insulation Low income A ‘luxury’ to heat the kitchen Low expectations of warmth Maintaining traditions from upbringing Uses heater sparingly Puts on more clothes when cold Doesn’t heat bedroom Draws curtains & closes doors Internally consistent and habituated energy culture