The Power of Design: Product Innovation in Sustainable Energy Technologies

4.4 Toward Including Social Interaction and Community-Based Approaches

In this chapter we argue that community-based approaches to stimulating energy-efficient behavior need further exploration. Human behavior is shaped by the social context in which it takes place. Review studies have shown, however, that the influences of social interaction between individuals have received little attention in comparison to studies addressing individual energy-related behavior (see, e.g., Breukers et al., 2011; Jackson, 2005; Lutzenhiser, 1993; Wilson and Dowlatabadi, 2007).

In their work about the relationship between environmental problems and human behavior, Gardner and Stern (1996) described four strategies for changing consumer behavior: (1) religious and moral approaches: changing values, beliefs, and worldviews; (2) educational interventions: changing attitudes and providing information; (3) changing the incentives; and (4) community management of the commons.

They recommend using a combination of strategies. According to the authors, a combination of education, incentives, and a community-based approach has the most potential to be successful. The fourth strategy, community management, is sometimes noted to be a “forgotten strategy.” It is said that “The dominant view in policy analysis is one that looks down on environmental problems, as from on high, and seeks to impose solutions on individuals, groups, or organizations that are presumed to be unable to solve the problems themselves.” ...