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Energy informatics for behavioral change Increasing the participation rate in an IT-based energy conservation campaign using social norms and incentives

机译：行为变革的能源信息学使用社会规范和激励措施提高基于IT的节能活动的参与率

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摘要

Behavior change has been identified as an important determinant to curb energy consumption. In this context, information and communication technology (ICT) and especially feedback instruments can provide a significant contribution by motivating behavior change on a large scale. Yet, related smart meter pilot projects often fail to produce the hoped-for energy saving effects-mostly as they fall short in motivating an initial adaption and recurrent usage of the technology. In order to overcome this problem, we describe and empirically test a scalable and cost efficient solution that uses elements from behavioral sciences to motivate people to initially adapt and continuously use the technology provided. The approach draws on social normative feedback and externally emitted incentives. In the energy informatics domain, there is a big gap in the understanding of the effects of these elements, which is crucial to improve the overall effectiveness of programs. Therefore, we empirically investigate how these mechanisms motivate initial participation in an ICT based program to reduce in-home energy consumption. We conducted our study in a real world setting with a sample of 17,500 customers of a Swiss utility. Our findings show that participation heavily depends on the motivational mechanisms used. Therewith, targeted messages could enhance program participation rates by up to 45 % and dramatically increase the overall impact with no additional costs.
机译：行为改变已被认为是抑制能耗的重要决定因素。在这种情况下，信息和通信技术（ICT），尤其是反馈工具，可以通过大规模地推动行为改变而做出重大贡献。但是，相关的智能电表试点项目通常无法产生希望的节能效果，主要是因为它们未能激发技术的初始适应性和经常性使用。为了克服此问题，我们描述并凭经验测试了可扩展且具有成本效益的解决方案，该解决方案使用行为科学中的要素来激励人们最初适应并持续使用所提供的技术。该方法利用社会规范反馈和外部激励。在能源信息学领域，对这些要素的影响的理解存在很大差距，这对于提高计划的整体有效性至关重要。因此，我们从经验上研究了这些机制如何激励最初参与基于ICT的计划以减少家庭能耗。我们在现实环境中进行了这项研究，抽样调查了瑞士一家公用事业公司的17,500名客户。我们的发现表明，参与很大程度上取决于所使用的激励机制。因此，有针对性的信息可以使计划参与率提高多达45％，并在不增加成本的情况下显着增加总体影响。

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