{"id":44839,"date":"2024-03-04T14:33:27","date_gmt":"2024-03-04T14:33:27","guid":{"rendered":"https:\/\/www.innovationnewsnetwork.com\/?p=44839"},"modified":"2024-05-15T10:40:12","modified_gmt":"2024-05-15T09:40:12","slug":"the-nudge-project-unlocking-sustainable-energy-behaviours-through-nudges","status":"publish","type":"post","link":"https:\/\/www.innovationnewsnetwork.com\/the-nudge-project-unlocking-sustainable-energy-behaviours-through-nudges\/44839\/","title":{"rendered":"The NUDGE Project: Unlocking sustainable energy behaviours through nudges"},"content":{"rendered":"

Tiziana Toto and Mariano Votta from Cittadinanzattiva<\/a> detail the NUDGE project\u2019s exploration of behavioural interventions in encouraging consumers to make energy-efficient choices.<\/h2>\n

Sustainable energy behaviours are paramount for addressing our planet\u2019s pressing environmental challenges. By embracing sustainable energy practices, individuals and communities contribute to mitigating climate change, reducing greenhouse gas emissions, and preserving natural resources.<\/p>\n

Moreover, sustainable energy behaviours promote energy efficiency, leading to cost savings, improved energy security, and enhanced resilience to energy shocks. Beyond the environmental and economic benefits, embracing sustainable energy behaviours fosters social equity by ensuring access to clean and affordable energy for all.<\/p>\n

However, how do we help consumers gravitate towards more sustainable energy practices?<\/p>\n

The Horizon Europe-funded NUDGE\u00b9 (NUDging consumers towards enerGy Efficiency through behavioural science<\/a>) project sought to explore the potential of behavioural interventions, also known as behavioural nudges, at incentivising consumers to make energy-saving choices.<\/p>\n

To understand consumer energy behaviours, the project started by conducting a comprehensive survey spanning 29 countries and available in 15 languages. This survey, completed by over 3,000 individuals, yielded invaluable insights into the complexities of energy consumption patterns, identifying six distinct consumer profiles and corresponding behavioural nudges necessary to promote sustainable energy behaviour effectively.\u00b2<\/p>\n

Understanding energy consumer profiles<\/h3>\n

The survey revealed six primary consumer profiles, each characterised by unique attitudes, knowledge levels, and motivations regarding energy consumption:<\/p>\n

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  1. Environmentally conscious and well-informed energy consumers: This group demonstrates a profound concern for environmental issues and possesses a strong awareness of energy-saving strategies. They prioritise energy efficiency and are willing to make sacrifices for environmental preservation.<\/li>\n
  2. Concerned but comfort-oriented energy consumers: While acknowledging the importance of energy conservation, individuals in this group may prioritise personal comfort over energy-saving measures, particularly concerning heating and cooling.<\/li>\n
  3. Concerned but lacking awareness energy consumers: Despite expressing intentions to save energy, this group lacks specific knowledge about practical energy-saving methods, hindering their ability to take concrete actions.<\/li>\n
  4. Materialistic energy consumers escaping personal responsibility: Despite understanding the environmental consequences of energy consumption, these individuals prioritise financial concerns over environmental responsibility. Nudges focusing on monetary savings may effectively promote energy-saving behaviours among them.<\/li>\n
  5. Prone to social influence energy consumers: This segment values social approval and is influenced by societal norms. Leveraging social pressure and setting clear goals could effectively promote energy-saving behaviours among these individuals.<\/li>\n
  6. Indifferent energy consumers: Individuals in this group demonstrate low intentions for energy-saving and lack environmental concern or awareness. Addressing their indifference may require multifaceted approaches to encourage behavioural changes.<\/li>\n<\/ol>\n

    From environmentally conscious to indifferent energy consumers, these six profiles embody the features that hinder energy-saving behaviours and encourage specific interventions on them.<\/p>\n

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    Implementing behavioural interventions<\/h3>\n

    Building upon the insights from the survey, the NUDGE project initiated field initiatives across five EU countries, targeting diverse demographics and energy contexts.<\/p>\n

    The pilots targeted consumers in Greece, Belgium, Germany, Portugal, and Croatia, in different environments (residential, energy communities, schools), belonging to different age groups (including young children), belonging to different income classes (low, medium, high), served by different energy carriers (electricity, natural gas), with the inclusion of prosumers and drivers of electric vehicles.<\/p>\n

    The pilot projects employed sequential nudging interventions, such as feedback mechanisms, awareness campaigns, gamification, goal setting, and push notifications tailored to each consumer profile. Aims of the pilots included:<\/p>\n